Within-country diversity

Adapted from Dr Burgess's inaugural lecture as Professor of Business Administration in Marketing. The twin themes are the importance for marketing of correctly understanding consumers and their differences, and the need for businesses to take emerging consumer markets (ECMs) more seriously than they often do, drawing on examples from South Africa.

WithinCountry Diversity

Is it the key to South Africa's prosperity in a changing world?

Steven Michael Burgess The Graduate School of Business, University of Cape Town

INTRODUCTION

My feelings derive from a time in my University's past. It was the early...