Marketing in Developing Nations (Routledge Studies in Marketing)

The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the region. It is therefore imperative for the academic and global business communities to have an accurate picture of the peculiarities of marketing practices, developments and consumer experiences in these developing markets.

This book presents contemporary cases across Africa, Asia and the Middle East to aid the global understanding of both market and consumer behaviours across the regions and equally provide robust knowledge to approach the markets with strategic responses. A unique characteristic of the African economy and the other regional markets like Middle East and Asia is that they might have one global business outlook for non-citizens and non-residents, but the internal structure and market behaviours quite reveal that they are different and diverse in terms of culture, socialisation, religion, technology assimilation, economic capacity etc., which invariably affect market behaviours, buying decisions and consumer behavioural patterns and decisions in each market.

This edited collection will bring together a comprehensive assembly of cases considering these diverse characteristics to provide foresight for marketing strategy, policy and decision-making. Marketing in Developing Nations will aid researchers and upper-level students looking to further understand the specifics of marketing in these regions while also offering real-life examples to stimulate further research and insight for global business.

Ayodele C. Oniku is an associate professor in the Department of Business Administration (marketing unit) at the University of Lagos, Nigeria.