n Management Today - Black diamonds : the new South African middle class

Volume 24, Issue 4
  • ISSN : 1027-4324


The sheer magnitude of the black diamond trend suggests that marketers ignore it at their own peril. There are enormous opportunities available for those who are astute, flexible and willing to change their marketing mantras. Immersion and imagination are probably the two major keys for effectively engaging with and tapping into this market.

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