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Marketing Management in Africa. G.テサー著 アフリカにおけるマーケティング管理
・ISBN 978-1-138-71438-0 hard GB£ 171.99
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・ISBN 978-1-138-71439-7 paper GB£ 60.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-23136-5
| 著者・編者 | Tesar, George, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2018 |
| ページ数 | 344 pp. |
| 言語 | ENG |
| ニュース番号 | ＜644-1006 644-P1955＞ |
解説
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.