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Marketing Management in Africa
Marketing Management in Africa
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Marketing Management in Africa

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$112.99
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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 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.

Author Biography:

George Tesar is Professor Emeritus of Marketing and International Business at Umeå University, Sweden, and Professor Emeritus at the University of Wisconsin–Whitewater, USA. Steven W. Anderson is Professor of Chemistry at the University of Wisconsin–Whitewater, USA. Hassimi Traore is Associate Professor of Chemistry at the University of Wisconsin–Whitewater, USA. Jens Graff is a retired academic and author of six textbooks in business administration. He was previously an Associate Professor at Woosong University, Korea.
Release date Australia
April 20th, 2018
Audience
  • Tertiary Education (US: College)
Contributors
  • Edited by George Tesar
  • Edited by Hassimi Traore
  • Edited by Jens Graff
  • Edited by Steven W. Anderson
Illustrations
23 Tables, black and white; 28 Line drawings, black and white; 28 Illustrations, black and white
Pages
344
ISBN-13
9781138714397
Product ID
26747975

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