oa Journal of Marketing - The marketing of marketing : branding

Volume 2008, Issue 04
  • ISSN : 1811-9565



South Africa is not alone in confusing the fact that advertising is not marketing, but should be very much the servant of marketing. Over the last few years, marketing has become increasingly complex as new channels become available, and the ability to segment and measure increases. No wonder that senior marketers are in huge demand, under great pressure to collate all the data at their fingertips, and under even greater pressure to deliver.

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