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.
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