Marketing Management in Africa

Bys: Steven W. Anderson, Hassimi Traore, Jens Graff

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...

• Format: Paperback
• Language: English
• ISBN: 1138714399
• ISBN13: 9781138714397
• Release Date: April 2018
• Publisher: Routledge
• Length: 344 Pages
• Weight: 1.08 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"