Marketing Management in Africa Paperback / softback
Edited by George Tesar, Steven W. Anderson, Hassimi Traore, Jens Graff
Paperback / softback
Description
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 stageEntrepreneurial and enterprise activitiesUnderstanding consumer behavior and market segmentsA 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.
Information
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Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:344 pages, 23 Tables, black and white; 28 Line drawings, black and white; 28 Illustrations, black an
- Publisher:Taylor & Francis Ltd
- Publication Date:20/04/2018
- Category:
- ISBN:9781138714397
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:344 pages, 23 Tables, black and white; 28 Line drawings, black and white; 28 Illustrations, black an
- Publisher:Taylor & Francis Ltd
- Publication Date:20/04/2018
- Category:
- ISBN:9781138714397
