Consider Africa--not with pre-established mindsets, unexamined
assumptions, and bland generalizations--but for what Africa
actually is: a setting in which marketers can gather new ideas and
test old ones and perhaps emerge with a more varied, certain sense
of what the marketing enterprise itself, is all about. Nwankwo,
Aiyeku, and their contributing authors, all specialists with a
remarkably wide range of experience and viewpoints, uncover the
unexpected factors that they are certain will determine the success
of selling just about any product or service to established or
developing African nations. Original, eclectic, and agenda-setting,
their book provides a startling insight into the dynamics of
marketing in this fascinating region of the world as it continues
to initiate the new macroeconomic and political reforms that are
transforming the African continent into an important player on the
international business scene.
Nwankwo and Aiyeku see their book as a welcome attempt to
identify and explore the institutional processes in which not only
the study but also the practice of marketing is embedded. They work
with three main themes: the processual issues, including theory
development and the reconceptualization of conventional paradigms;
the nature of the interrelationships that shape the dynamics of
marketing overall; and the context-specific dimensions of marketing
generally, its marketing operations. As the volume editors state:
By and large, African nations present new contexts and new
strategic challenges. As they become focused, certain general
approaches as to how various characteristics influence marketing
behaviors have to be established. This book, through addressing
these contextual issues, provides a better focus for creating a
relevant set of marketing activities in African situations.
General
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