Dynamics of Marketing in African Nations

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Sonny Nwankwo, Joseph F. Aiyeku
Greenwood Publishing Group, 2002 - Business & Economics - 312 pages
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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.

 

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Contents

An Eclectic Perspective
3
The Challenges of Environmentalism and Sustainability
11
4 Impact of Macroeconomic Reforms on Marketing Boards in SubSaharan Africa
27
The Case of the Country of Morocco
43
6 Marketing and Nigerias Economic Development
53
Problems and Prospects
65
8 The Impact of the Internet as a Marketing Medium on Traditional Mass Media in South Africa
79
9 Services Marketing in the Public Health Care Sector in South Africa
95
The Relevance of Hofstedes Typology and CrossCultural Management Training
157
Lessons from the West African Subregion
175
Normalizing the Absurdities in Africas Export Marketing Practices
191
Conceptual Models and Applications to the Investment Promotion Programs of the Ghana Free Zones Board
205
17 Segmentation Strategies for Banks in Ghana
227
Marketing of the Zambian Tourism Product
239
A Historical Perspective
259
20 Export Entrepreneurship among Environmentally Challenged SubSaharan African Firms
285

Evolutionary or Competing Paradigms?
113
The Implications for a Financial Service Company
129
12 The Military Factor in Marketing Management in SubSaharan Africa
139
Index
305
List of Contributors
309
Copyright

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About the author (2002)

SONNY NWANKWO is Professor of Marketing at East London Business School, University of East London, UK./e He has published extensively on marketing and international business for a wide range of international journals. Before entering academia he was a senior manager in the telecommunications industry. Dr. Nwankwo is founding president of the International Academy of African Business and Development.

JOSEPH F. AIYEKU is Professor of Marketing and the Chairperson of the Marketing Department at Salem State College, Massachusetts./e He is author of more than 40 articles and coauthor of two previous books. Besides serving on the editorial boards of two journals and as an associate editor of a third, Dr. Aiyeku also consults with numerous corporations and is an adviser to government agencies in Africa.

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