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MarketingMix 
MEASURABLE MARKETING INSIGHTS
I
Vol 27 Issue No. 1/2 I 2009 IR25.00 incl. vat
 
MarketingMix
20 22 24 46
PROPRIETOR AND PUBLISHER: Systems Publishers (Pty) Ltd.
Tel: (011) 234 7008 North Block, BradenhamHall, Mellis Road, Rivonia, Johannesburg
PUBLISHER:
Terry Murphy
MANAGING EDITOR:
Michelle Sturmanmichelles@systems.co.za
EDITOR:
Fulvia Becatti fulviab@systems.co.za
ADVERTISING MANAGER:
Lethabo Tloubatlalethabo@systems.co.za
PRODUCTION:
Spencer van Graan spencerg@systems.co.za
EVENT ENQUIRIES:
DaisyMulenga daisym@systems.co.za
SUBSCRIPTION ENQUIRIES:
Bernice Tloue bernicet@systems.co.za
www.marketingmix.co.za 
Database:List Perfect
3 461 Jan-June2008
Contents
I02IEd’s noteI03IRetail marketing: the spend and the trends
Find out what the big retail trends are for 2009, based on thefindings of 
 Marketing Mix
’s
Spend and Trends
survey.
I05IShopper marketing
Pedro De Gouveia explores shopper marketing, and the need forgreater collaboration.
I06I Retail marketing: why it’s hot
Find out why brands should be investing in the retail marketingspace.
I08I Current trends and challenges
Experts discuss the big obstacles and the big trend in retailmarketing.
I11I The township market
The township/lower LSM retail environment is unique –understanding of the nuances and dynamics at play here is crucialto planning and execution.
I12I In-store media
 Marketing Mix
discusses the various in-store media available tomarketers, and how they should select and integrate these.
I14I Shopper intelligence
Shopper research is key to clever retail marketing. Find out howto go about doing research, and what the specialists have learnedthus far.
I16IExpert opinion: Richard Duncan
Richard talks survival marketing.
I18ILuxury Marketing Summit: reportback
 Marketing Mix
reports back from the first ever Luxury MarketingSummit, with a better understanding of how to get the top end(and the aspirational upper middle class) to spend luxuriously.
I19IExpert opinion: Nici Stathacopoulos
Nici has a new perspective on customer service, thanks to themountain.
I20I7 Day [B]itch
Olivia Leitch, executive producer at Ola Films, tries out newmethods of connecting with her clients.
I21IExpert opinion: Bryan Pearson
Bryan explains why marketers need to look beyond the plastic,when it comes to customer loyalty.
I22IBrand anatomy
Pick n Pay’s
Fresh Living
magazine leads the way.
I24ISoccer marketing guide
With the 2010 FIFA World Cup creeping closer, marketersneed to understand the local soccer scene, as well as the hugemarketing opportunities that soccer holds.
I31IExpert opinion: Keith Wiser
Keith’s third column has us sitting on the edge of our seats,contemplating the way forward.
I32IOutdoor media
Find out which are the biggest challenges facing outdoor mediaright now.
I36ICommunity media
Holding strong in the face of economic pressure, communitymedia is giving traditional media a run for its money.
I44IDiscovery Species
 Marketing Mix
gets the low down on the Discovery Channel’slatest study into the brawnier member of our species.
I46IEastern Cape intelligence
Getting to grips with the Eastern Cape marketing and medialandscape.
I49IExpert opinion: Walter Pike
Walter explores the power of a little micro-blogging platformcalled Twitter.
I50IExpert opinion: Benon Czornij
Hello Computer’s third article explores the technologicalconsiderations that should be top of mind during websiteplanning and creation.
I51IExpert opinion: Nicci Columbine
Nicci discusses what SA needs to do to improve its ranking in theglobal measures of customer service.
I52IMarketing 2009: understanding the challengesand the way forward
The Services SETA team get together to discuss the issues critically.
I56I Law column: Rachel Sikwane
Rachel discusses the impact of the tobacco products control act.
vol 27 / issue 1/2 / 2009
marketingmix.co.za
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