Marketing Management In Africa

Author : George Tesar,Steven W. Anderson,Hassimi Traore,Jens Graff
Publisher : Routledge
Page : 344 pages
File Size : 40,7 Mb
Release : 2018-04-27
Category : Business & Economics
ISBN : 9781351864848

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Marketing Management in Africa by George Tesar,Steven W. Anderson,Hassimi Traore,Jens Graff Pdf

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.

Author : George Tesar,John Kuada
Publisher : Routledge
Page : 278 pages
File Size : 46,5 Mb
Release : 2013
Category : Business & Economics
ISBN : 9780415783330

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Marketing Management and Strategy by George Tesar,John Kuada Pdf

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa and is essential reading for both undergraduate and graduate students in marketing, international strategy and international business.

Author : Robert Hinson,Kofi Osei-Frimpong,Ogechi Adeola,Lydia Aziato
Publisher : CRC Press
Page : 390 pages
File Size : 52,5 Mb
Release : 2019-12-06
Category : Medical
ISBN : 9780429683930

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Health Service Marketing Management in Africa by Robert Hinson,Kofi Osei-Frimpong,Ogechi Adeola,Lydia Aziato Pdf

Health Service Marketing Management in Africa (978-0-429-40085-8, K402492) Shelving Guide: Business & Management / Marketing Management The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach. In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book. This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.

Author : Sonny Nwankwo,Joseph F. Aiyeku
Publisher : Bloomsbury Publishing USA
Page : 325 pages
File Size : 53,5 Mb
Release : 2002-05-30
Category : Business & Economics
ISBN : 9780313077067

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Dynamics of Marketing in African Nations by Sonny Nwankwo,Joseph F. Aiyeku Pdf

Consider Africa—not with pre-established mindsets, unexamined assumptions, and bland generalizations—but for what Africa actually is: a setting in which marketers can gather new ideas and test old ones and perhaps emerge with a more varied, certain sense of what the marketing enterprise itself, is all about. Nwankwo, Aiyeku, and their contributing authors, all specialists with a remarkably wide range of experience and viewpoints, uncover the unexpected factors that they are certain will determine the success of selling just about any product or service to established or developing African nations. Original, eclectic, and agenda-setting, their book provides a startling insight into the dynamics of marketing in this fascinating region of the world as it continues to initiate the new macroeconomic and political reforms that are transforming the African continent into an important player on the international business scene. Nwankwo and Aiyeku see their book as a welcome attempt to identify and explore the institutional processes in which not only the study but also the practice of marketing is embedded. They work with three main themes: the processual issues, including theory development and the reconceptualization of conventional paradigms; the nature of the interrelationships that shape the dynamics of marketing overall; and the context-specific dimensions of marketing generally, its marketing operations. As the volume editors state: By and large, African nations present new contexts and new strategic challenges. As they become focused, certain general approaches as to how various characteristics influence marketing behaviors have to be established. This book, through addressing these contextual issues, provides a better focus for creating a relevant set of marketing activities in African situations.

Author : Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji
Publisher : CRC Press
Page : 400 pages
File Size : 53,5 Mb
Release : 2021-05-17
Category : Business & Economics
ISBN : 9780429535413

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Business-to-Business Marketing by Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji Pdf

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Author : George Tesar,Steven W. Anderson,Hassimi Traore,Jens Graff
Publisher : Routledge
Page : 326 pages
File Size : 54,6 Mb
Release : 2018-04-27
Category : Business & Economics
ISBN : 9781351864831

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Marketing Management in Africa by George Tesar,Steven W. Anderson,Hassimi Traore,Jens Graff Pdf

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.

Author : Michael C. Cant
Publisher : Juta and Company Ltd
Page : 692 pages
File Size : 51,8 Mb
Release : 2011-03
Category : Marketing
ISBN : 0702188573

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Marketing Management by Michael C. Cant Pdf

This book takes a fresh look at marketing and covers relevant and topical issues in the marketing world. This book not only covers the fundamental marketing issues but also focuses on emerging issues such as leadership in marketing, marketing metrics and the contribution to ROI, customer value and retention as prime strategies and marketing in developing countries. The book has been developed for South African students with a South African frame of reference. The well-designed text with ample examples and case studies will enable the students to understand and identify with this book.

Author : M. C. Cant,J. W. Strydom,C. J. Jooste,P. J. du Plessis
Publisher : Juta and Company Ltd
Page : 628 pages
File Size : 52,8 Mb
Release : 2009
Category : Business & Economics
ISBN : 0702171883

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Marketing Management by M. C. Cant,J. W. Strydom,C. J. Jooste,P. J. du Plessis Pdf

Focusing on the environment, market research, buyer behavior, cyber marketing, and positioning, this newly revised edition based primarily on South African companies provides a comprehensive overview of marketing theory.

Author : Samuelson Appau
Publisher : Springer Nature
Page : 276 pages
File Size : 46,7 Mb
Release : 2021-09-11
Category : Business & Economics
ISBN : 9783030772048

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Marketing Brands in Africa by Samuelson Appau Pdf

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

Author : James Baba Abugre,Ellis L.C. Osabutey,Simon P. Sigué
Publisher : Springer Nature
Page : 174 pages
File Size : 42,7 Mb
Release : 2021-06-28
Category : Business & Economics
ISBN : 9783030705381

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Business in Africa in the Era of Digital Technology by James Baba Abugre,Ellis L.C. Osabutey,Simon P. Sigué Pdf

This book covers various aspects of business such as Entrepreneurship, HR management, Supply chain management, Marketing, Finance, and Globalization within the Africa Context, especially as digital technology changes the African society. Private and NGOs are emerging with greater capabilities and affecting the development of Africa, and this volume explores the impact of such change. This edited volume honours the exemplary contribution of Professor William Darley to the creation and development of the Academy of African Business and Development (AABD). The book is intended for graduate students and researchers interested in business development and practices in Africa.

Author : Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson
Publisher : Springer Nature
Page : 424 pages
File Size : 45,5 Mb
Release : 2020-05-20
Category : Business & Economics
ISBN : 9783030393793

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Higher Education Marketing in Africa by Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson Pdf

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

Author : Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson
Publisher : Routledge
Page : 234 pages
File Size : 50,6 Mb
Release : 2020-01-20
Category : Business & Economics
ISBN : 9781000027884

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Strategic Marketing of Higher Education in Africa by Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson Pdf

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Author : C. De Coning,Heiko Johannes Aernout de Beaufort Wijnholds,N. J. Swart
Publisher : Unknown
Page : 330 pages
File Size : 42,6 Mb
Release : 1974
Category : Marketing
ISBN : 007091253X

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Marketing Management by C. De Coning,Heiko Johannes Aernout de Beaufort Wijnholds,N. J. Swart Pdf

Author : Terri Lituchy,Betty Jane Punnett,Bill Buenar Puplampu
Publisher : Routledge
Page : 350 pages
File Size : 52,7 Mb
Release : 2013-01-17
Category : Business & Economics
ISBN : 9781136278686

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Management in Africa by Terri Lituchy,Betty Jane Punnett,Bill Buenar Puplampu Pdf

This book offers a comprehensive look at the current literatures and research based on empirical data from across different countries in Africa. It focuses on the work of leading scholars of management in and around Africa and the African Context, exploring whether we can at this point refer to ‘African Management’ as an emerging and distinct stream in the scholarly discourse in management. The main themes are macro and micro issues of Management in Africa, each chapter illustrating the historical or traditional view of Management in Africa versus the newer western business management perspective. This book presents current, in-depth, rigorous research and identifies future research and propositions, enabling scholars and students to gain an in-depth understanding of management as it is evolving and practiced in Africa.

Author : Masaaki (Mike) Kotabe,Kristiaan Helsen
Publisher : John Wiley & Sons
Page : 802 pages
File Size : 44,8 Mb
Release : 2022-10-04
Category : Business & Economics
ISBN : 9781119888765

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Global Marketing Management by Masaaki (Mike) Kotabe,Kristiaan Helsen Pdf

An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility