Dynamics of Marketing in African Nations

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Sonny Nwankwo, Joseph F. Aiyeku
Quorum Books, 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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An Eclectic Perspective
The Challenges
Impact of Macroeconomic Reforms on Marketing Boards

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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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