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This 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. Beginning 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: The creative stage Entrepreneurial and enterprise
activities Understanding consumer behavior and market segments A
project management-based framework. This 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. Marketing Management in Africa will prove a
valuable companion to any student of marketing or entrepreneurship
with a particular interest in Africa.
This 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. Beginning 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: The creative stage Entrepreneurial and enterprise
activities Understanding consumer behavior and market segments A
project management-based framework. This 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. Marketing Management in Africa will prove a
valuable companion to any student of marketing or entrepreneurship
with a particular interest in Africa.
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