Marketing in Africa (e-books)
Marketing in Africa covers the key aspects of marketing in non–traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.
| e-book ISBN: | 9781998963058 |
| Publisher: | Juta Publishers |
| Variant: | e-book |
| Author(s): | Makhitha, M |
| Edition: | 2nd Edition |
Content
PART 1: MARKETING – AN AFRICAN PERSPECTIVE
Chapter 1: Marketing in an African context
Chapter 2: The demography of Africa
Chapter 3: The African consumer: culture, marketing perspectives and consumer behaviour
Chapter 4: Doing business in Africa
Chapter 5: Branding and integrated marketing communication in Africa
Chapter 6: The South African consumer
PART 2 – SOUTH AFRICAN MARKETING PERSPECTIVES
Chapter 7: Township and informal market places
Chapter 8: Business expansion in South Africa: marketing implications
Chapter 9: Segmenting the South African marketplace and promotion applications from a South African perspective
Chapter 10: Product and distribution applications: a South African perspective
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