Editor(s): Tesar, George; Kuada, John E. Num Pages: 280 pages, 15 black & white illustrations, 28 black & white tables, 19 black & white halftones, 15 b. BIC Classification: 1H; KJK; KJMV7; KJS. Category: (UP) Postgraduate, Research & Scholarly. Dimension: 242 x 164 x 19. Weight in Grams: 614. . 2013. 1st Edition. hardcover. . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: Marketing Management and Strategy: An African Casebook
Publisher: Routledge
Publication Date: 2013
Language: English
ISBN 10: 041578333X
ISBN 13: 9780415783330
Binding: Hardcover
Condition: New

About this title

Synopsis

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa.

By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken.

The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.

About the Author

George Tesar is Emeritus Professor at Ume� University, Sweden

John Kuada is Professor of International Business at Aalborg University, Denmark

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