{"product_id":"marketing-management-in-africa","title":"Marketing Management in Africa","description":"\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eBeginning 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:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe creative stage\u003c\/li\u003e\n\u003cli\u003eEntrepreneurial and enterprise activities\u003c\/li\u003e\n\u003cli\u003eUnderstanding consumer behavior and market segments\u003c\/li\u003e\n\u003cli\u003eA project management-based framework.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThis 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. \u003ci\u003eMarketing Management in Africa \u003c\/i\u003ewill prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54211443622232,"sku":null,"price":70.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781138714397_a038026e-c00b-434f-b879-295d276cc367.jpg?v=1777265116","url":"https:\/\/agendabookshop.com\/products\/marketing-management-in-africa","provider":"Agenda Bookshop","version":"1.0","type":"link"}