A window into the South African consumer landscape, approaching marketing concepts in a distinctly South African way. Gives specific details of the UCT Unilever Institute of Strategic Marketing's consumer segmentation model. Includes over 20 case studies, many of which emanate from the UCT Unilever Institute's ongoing research over the last 17 years, as well as numerous illustrative advertisements and YouTube clips. Aimed at undergraduate students, postgraduate students and practitioners in the arenas of strategic marketing, consumer behaviour, marketing communications, salesmanship and market research.Contents include the following