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Trials and tribulations: marketing in modern South Africa

D.J. Petzer (WorkWell: Research Unit for Economic and Management Sciences, North‐West University, Potchefstroom, South Africa)
C.F. De Meyer (Department of Marketing Management, University of Johannesburg, Auckland Park, Johannesburg, South Africa)

European Business Review

ISSN: 0955-534X

Article publication date: 21 June 2013




The purpose of this paper is to provide a background into the challenges and developments faced by marketers in South Africa as well as those wanting to enter the South African market.


The paper presents the viewpoints of the authors based on their knowledge of happenings within the marketing field in South Africa.


Marketers in South Africa face both challenges and developments from the macro and market environment. These challenges and developments include the diverse nature of the South African consumer, competition, infrastructure issues, government legislation and bureaucracy.

Practical implications

South African marketers need to adapt their marketing strategies to accommodate the developments in the market. Furthermore, marketing strategies need to be adapted to meet the new challenges in South Africa markets in terms of the diversity of consumers in order to be successful.


The originality and value of this paper lies in the fact that it highlights the challenges and developments that marketers in South Africa face. In many cases, marketers are marketing their products and services as they did two decades ago, without realising the need to change their marketing strategy in order to target consumers as highlighted in this paper.



Petzer, D.J. and De Meyer, C.F. (2013), "Trials and tribulations: marketing in modern South Africa", European Business Review, Vol. 25 No. 4, pp. 382-390.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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