Overview
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.
This book title, Marketing Management in Africa - 9781138714397, ISBN: 9781138714397, by George Tesar, Steven W. Anderson, Hassimi Traore, Jens Graff, published by Taylor & Francis (April 20, 2018) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
Unlike Amazon and other retailers who may also offer Marketing Management in Africa - 9781138714397 books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.
Prefer to work with a human being when you order Marketing Management in Africa - 9781138714397 books in bulk? Our Book Specialists are standing by Monday-Friday 8-5 PST, ready to help!