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Making a 'differentiation'
Professor Rachael Kennedy, international marketing scientist from the Research and Development Initiative (R&DI) in Australia will be discussing 'Distinctiveness vs. Differentiation' in Cape Town and Johannesburg this month.
Hosted by the Newspaper Advertising Bureau (NAB) and Caxton, Kennedy will address to what extent buyers differentiate purchased brands; what exactly is distinctiveness; why is it a desirable strategy and how does it differ from differentiation.
Gill Randall, joint managing director of NAB, says: "Those involved in decisions concerning branding, marketing or the communication process will benefit greatly from these presentations.
Presentations details: Johannesburg, 25 May 2005 at the Intercontinental Sandton Sun. Cape Town, 27 May 2005 at the Mount Nelson Hotel.
Attendances at these presentations are by invitation only, but interested parties are invited to contact Charmaine Bell at or call +27 +11 889 0600 for further information.
Professor Rachael Kennedy is a Senior Research Associate at the Marketing Science Centre of the University of South Australia and is involved in commercial market research dissecting buyers' behaviour and marketing interventions. She is an integral part of the R&DI research team, supported by over 90 major international companies including Procter & Gamble, General Motors, Unilever and Coca-Cola. Rachael frequently conducts presentations globally. In conjunction with her colleague, Andrew Ehrenberg (Chairman of R&DI), she won two major British awards for this particular paper.
