ABSTRACT
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.
By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken.
The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.
TABLE OF CONTENTS
chapter |6 pages
Introduction
part |13 pages
An assessment of external environments for enterprises
chapter |12 pages
African Harvest Biotech Foundation International
chapter |22 pages
Cultural Challenges in Social Marketing of Condoms in Malawi 1
chapter |9 pages
Will Privatization Save the Nigerian Rail Transport System? 1
part |39 pages
Perspectives on executive and managerial strategies and operations
chapter |6 pages
Watatu Co. Ltd – Managing Growth
part |48 pages
Executive and managerial strategic action on the enterprise level
chapter |15 pages
Terre Solidali and FAO Somalia
chapter |7 pages
Effort School or More Effort? 1
part |55 pages
Marketing action
chapter |12 pages
Danso Fruit Drinks (DFD) Ghana Limited 1
chapter |17 pages
Jecures Sanita Chemical Company 1
part |41 pages
Marketing rewards and executive and managerial control