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.

Full Product Details

Author:   George Tesar (Umeå University, Sweden) ,  Steven W. Anderson ,  Hassimi Traore ,  Jens Graff
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.589kg
ISBN:  

9781138714380

ISBN 10:   1138714380
Pages:   344
Publication Date:   20 April 2018
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Introduction Framework Recent Developments: Research and Illustrations PART 1: Environmental Issues and Macro Marketing Section A: Environment 1. Foreign Aid on Economic Growth in Africa: Does Its Effect Vary From Low To Middle-Income Countries? Aye Mengistu Alemu and Jin-Sang Lee 2. Fishing in Dangerous Waters? How Narratives of ‘Piracy’ and ‘Security’ Shaped Development Initiatives in the Somaliland Fishery Sector Amanda Møller Rasmussen and Stig Jensen Section B: Marketing 3. Stimulation of Entrepreneurship in African Markets Using Cluster Theory Jens Graff 4. Social Marketing and Health Care George Tesar 5. Business to business marketing implications for smaller enterprises in Africa George Tesar PART 2: Micro Marketing Section A: Finance 6. ICT Facilitated Financial Service Deliveries in Africa John Kuada 7. Mobile transactions: A powerful channel to drive financial inclusion. Evidence from Kenya: M-PESA Model Mario Testa and Marco Pellicano 8. The Mobile Money Revolution Jan-Erik Jaensson 9. Financing Behavior of Entrepreneurial Ventures in Tanzania Tumsifu Elly Section B: Consumption 10. Advancing Water Purification Technology & Delivery in Africa Steven W. Anderson 11. Understanding Consumer Buying Behavior in Africa John Kuada and Andreea Bujac 12. Factors Determining the Rise of Modern Food Retailing in East Africa: Evidence From Tanzania Felix Adamu Nandonde and John Kuada Section C: Agriculture 13. Understanding the role of business development services in developing agribusiness SMEs in Tanzania Lola-Bona Vincent Lema and Daniel Wilson Ndyetabula 14. The Role of ICT Products in Agricultural and Agribusiness Value Chain Development in Tanzania. The Case of Tanga Fresh Limited (TFL). Abdallah Mmeta, Anna Temu, and Daniel Ndyetabula 15. Fruit Drying Process to Enhance Agricultural Productivity in Sub-Sahara Africa Hassimi Traore

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Author Information

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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