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From Knowledge to Relevance: Building a Path to Long-Term Success

In today’s fast-paced and ever-changing world, the concept of relevance has taken on a whole new level of significance for students and professionals alike. Being relevant means being closely connected or appropriate to what is being done or considered. It means fitting the role or responsibility presented. It is important…

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Delving into the African truth

To truly get to grips with marketing to the modern African consumer it is essential to realise that you are appealing to a “peculiar” audience. Throw away the theories and rules that you thought you knew and spend more time studying the behaviour of these consumers. “It is…

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