Marketing Management in Africa

1st Edition

George Tesar, Steven W. Anderson, Hassimi Traore, Jens Graff

Routledge
Published April 20, 2018
Reference - 344 Pages - 28 B/W Illustrations
ISBN 9781138714397 - CAT# Y325056

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Summary

This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success.

Beginning with an introductory chapter that frames the socio-economic and technological developments in Africa, readers are introduced to the conceptual model that provides this structured approach in four logical parts:

  • The creative stage
  • Entrepreneurial and enterprise activities
  • Understanding consumer behavior and market segments
  • A project management-based framework.

This multidisciplinary approach is supplemented with many examples and cases from a variety of sectors including health care, wind and solar power, and mobile technology. Through these, readers are able to understand how the model is implemented in reality to drive innovative economic and social development. Marketing Management in Africa will prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.

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