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FROM THE PRESIDENT OF THE AFRICAN MARKETING CONFEDERATION A most unusual marketing legend ELCOME TO OUR FIRST It certainly appears that our esteemed make a mental note to become a frequent 2014 edition of Strategic Madiba had an inherent sense of the visitor to our ever-improving African W Marketing Africa. I am ‘4Ps’, around which he wound a careful Marketing Confederation website excited at the prospect of another year and sincere marketing strategy. Indeed, (www.africanmc.org). of the AMC gaining momentum he became our top ‘South African brand’ While Strategic Marketing Africa and signing up new countries and and did us proud as his persona created is designed to be a thoughtful read to multinational members – the interest is an entirely new image for the nation in the be consumed over hours or days, the extremely positive and we have hit the eyes of the world. website brings you a selection of shorter, ground running as we follow up these Through his dedication to living the to-the-point articles that are updated on enquiries and discuss the aims, ideals ‘South African brand’, what was once an a daily basis. These cover Africa-wide and and vision of our organisation with unpopular and pariah state become one of global news stories of interest to busy prospective members. the most popular – hosting international marketers, as well as profiling some of South Africa believes, as do I, that sporting, cultural and business events in a those professionals working in and around the continent and the world ended way that would have been undreamed of the marketing industry. 2013 on a sad note with the passing not many years previously. But not only did And while you’re there, please also of Nelson ‘Madiba’ Mandela. Among Madiba sell the brand, he created such a take time to browse the other elements the tributes heaped upon him have positive aura around it that the world (‘the of the website. Our aim is to make it a been ‘legend’, ‘hero’, ‘icon’ and ‘saviour’. clients’ in marketing terms) came beating vibrant and critical part of the AMC and its But has anyone ever given thought to a path to his door, demanding to be let in membership-communication strategy. his remarkable ability as a ‘marketer’? and to interact with and participate in this Finally, I trust you will find this issue Politicians and leaders are, after wondrous brand that he had created! stimulating and encouraging as we go into all, business orientated; their product So many lessons can be learned 2014 facing further marketing challenges. is the country, their price is the from a man with such insight, gentleness Yours in marketing, economy, their distribution channels and forethought for his ‘customers’. Helen McIntee are their constituencies, and their BA MBA (Wits) CM (SA) IoD (SA) communication is the election campaign Your marketing news portal President: African Marketing and the ongoing public relations As you settle down to enjoy this edition of Confederation designed to sell their policies to the magazine and its selection of in-depth Director: Institute of Marketing the electorate at large. thought-leadership articles, please also Management (SA) First quarter 2014 strategicmarketingafrica 1 AMC_ad_A4_4OCT2013 C.indd 1 10/4/13 9:02 AM