Marketing Management in Africa

ISBN-13: 9781138714397 / Angielski / Miękka / 2018 / 344 str.

George Tesar

Opis

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 healthcare, 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.