Marketing Management in Africa
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-base…
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Produktdetails
Weitere Autoren: Anderson, Steven W. (Hrsg.) / Traore, Hassimi (Hrsg.) / Graff, Jens (Hrsg.)
- ISBN: 978-1-351-86484-8
- EAN: 9781351864848
- Produktnummer: 31559836
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2018
- Seitenangabe: 366 S.
- Plattform: PDF
- Masse: 3'656 KB
- Abbildungen: 28 schwarz-weiße Abbildungen, 28 schwarz-weiße Zeichnungen, 23 schwarz-weiße Tabellen
Über den Autor
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.
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