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Small-business marketing in Soweto, the importance of the human touch


Brian V. Soke
Department of Marketing and Retail Management, University of South Africa, South Africa
,
Johannes A. Wiid
Professor, Department of Marketing and Retail Management, University of South Africa, South Africa
. (2016).


doi: http://dx.doi.org/10.21511/ppm.14(4-1).2016.07

Abstract
Small businesses are a crucial element of and a major contributor to the economy and society. They not only provide economic stability for their owners but also meet the needs of society and businesses. Effective marketing communication is needed so that society and business can be informed about the products and services on offer to satisfy their needs. A variety of marketing communication tools can be used by SMMEs to communicate with society and business. This research explores the utilization of these marketing communication tools by SMMEs located in Soweto, Johannesburg. The data were collected by means of a self-administered questionnaire that was circulated and hand-delivered to a sample of SMMEs in Soweto. The findings revealed that SMMEs in Soweto rely more on human interaction, such as word-of-mouth (WOM) and personal selling, to promote their business than on technology-driven tools such as the internet.

Keywords: SMMEs, integrated marketing communication, traditional marketing communication, Soweto, promotion.
JEL Classification: M31.