oa Journal of Marketing - A lot more understanding is needed : the starting point
In this cover-spread we'll also try and answer another question that Thebe raised. There is this constant referral, he asserted, to the grassroots market, which brand stewards tend to homogenise. Yet there is a world of difference in aspiration and product choice between those living just outside Nkandla and a family of four in Diepsloot.
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