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MarketingMix 
MEASURABLE MARKETING INSIGHTS
I
Vol 26 Issue No. 9/10 I 2008 IR25.00 incl. vat
 
CONTENTS
Vol 26 No. 9/10 I 2008 I MarketingMix
060843211623101232
MarketingMix
1
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02
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Book Review
Marketing Mix 
reviews
Value Through Values 
, by Jerry Schuitema, and discovershow working from the heart can takemarketing to the next level.
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04
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Direct MarketingNews
Marketing Mix 
reports back from the CRMMasterclass.
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06
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Expert Opinion:Keith Wiser
Keith tries to unpick the definition of directmarketing.
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07
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Expert Opinion:Richard Duncan
Richard shares his thoughts on the impactof brain drain.
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7 Day [B]itch
Ronen Aires takes us through his busyweek, and an aural cleansing.
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10
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Brand Anatomy
All Gold celebrates 100 years.
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12
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Youth Insights
Find out more about the elusive youthmarkets, and how you should be marketingto them.
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16
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New ResearchMethodologies
Marketing Mix 
finds out what new andexciting methodologies and themes areshaking up the research industry.
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21
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Expert Opinion:Gaby De Abreu
Gaby explains how to advertise to teens.
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22
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Expert Opinion:Benon Czornij
In the first of a series of columns fromHello Computer, Benon explains whyconceptualisation should be the first step inbuilding a brand online.
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23
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Expert Opinion:Jonty Fisher
Jonty shares some tips that help brandsconnect with the ‘prosumer’.
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Expert Opinion:Walter Pike
Walter ponders the power of social media.
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25
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Expert Opinion:Nici Stathacopoulos
Nici explains why the consumer should bethe centre of your business universe.
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26
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Content Champions2008
Marketing Mix’s 
media expert contributorsround up the content champions.
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32
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Expert Opinion:Jonathan Gluckman
Jonathan talks about online retailing.
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35
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Township Marketing
Key learnings and tips from the
Marketing Mix 
Township Marketing event.
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37
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The CharteredMarketer and theServices SETA
The Services SETA has revived theChartered Marketer Designation.
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Expert Opinion:Gary Nelson
Gary explains how retailing in thetownships should work.
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Expert Opinion:Janine Lloyds
Janine stresses the importance of a goodreputation.
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42
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ExperientialMarketing
Highlights from the EXP AfricanExperiential Summit.
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Expert Opinion:Nicci Columbine
Nicci shares her views on contact centrebased campaigns.
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Marketing At-Retail
ZaPOP’s MD, Riaan Labuschagne, shareshis learnings on the lower LSM retailmarketing scene.
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48
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Law Mix:DarrenWillians and Eric Levenstein
Darren and Eric explore intellectual propertyrights and the 2010 FIFA World Cup.
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