Introduction

Marketing is becoming indispensable for educators and managers of large global enterprises to understand culturally different markets and consumers. Two fundamental philosophies drive the marketing discipline: consumers are central to all activities of an enterprise, and profit is a reward offered by satisfied consumers. Marketing management is perceived as the tools and techniques necessary to systematically introduce change into an economy challenged by social and economic conditions. It functions on both macro and micro marketing levels. The combination of social, economic, technological, and market innovations has led to new approaches in macro and micro social and economic development in African countries. Telecommunication and the Internet have additional benefits for economic and social development across the African landscape. Marketing managers' micro marketing decisions are influenced by environmental forces, either as broad societal guidelines or trends that significantly influence micro marketing initiatives. The framework is designed to identify the macro and micro marketing dynamics in which enterprises function in many African countries.