Marketing Management and Strategy: An African Casebook

ISBN-13: 9780415783347 / Angielski / Miękka / 2013 / 262 str.

George Tesar

Opis

This text gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together 15 African cases written by scholars and executives with rich knowledge of business practices in Africa.

Spis treści

Part I: An assessment of external environments for enterprises  Part II: Perspectives on executive and managerial strategies and operations  Part III: Executive and managerial strategic action on the enterprise level  Part IV: Marketing action  Part V: Marketing rewards and executive and managerial control

O autorze

George Tesar is Emeritus Professor at Umeå University, Sweden

John Kuada is Professor of International Business at Aalborg University, Denmark