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.
Recent Developments: Research and Illustrations
PART 1: Environmental Issues and Macro Marketing
Section A: Environment
1. Foreign Aid on Economic Growth in Africa: Does Its Effect Vary From Low To Middle-Income Countries?
Aye Mengistu Alemu and Jin-Sang Lee
2. Fishing in Dangerous Waters? How Narratives of ‘Piracy’ and ‘Security’
Shaped Development Initiatives in the Somaliland Fishery Sector
Amanda Møller Rasmussen and Stig Jensen
Section B: Marketing
3. Stimulation of Entrepreneurship in African Markets Using Cluster Theory
4. Social Marketing and Health Care
5. Business to business marketing implications for smaller enterprises in Africa
PART 2: Micro Marketing
Section A: Finance
6. ICT Facilitated Financial Service Deliveries in Africa
7. Mobile transactions: A powerful channel to drive financial inclusion.
Evidence from Kenya: M-PESA Model
Mario Testa and Marco Pellicano
8. The Mobile Money Revolution
9. Financing Behavior of Entrepreneurial Ventures in Tanzania
Section B: Consumption
10. Advancing Water Purification Technology & Delivery in Africa
Steven W. Anderson
11. Understanding Consumer Buying Behavior in Africa
John Kuada and Andreea Bujac
12. Factors Determining the Rise of Modern Food Retailing in East Africa: Evidence From Tanzania
Felix Adamu Nandonde and John Kuada
Section C: Agriculture
13. Understanding the role of business development services in developing
agribusiness SMEs in Tanzania
Lola-Bona Vincent Lema and Daniel Wilson Ndyetabula
14. The Role of ICT Products in Agricultural and Agribusiness Value Chain Development in Tanzania. The Case of Tanga Fresh Limited (TFL).
Abdallah Mmeta, Anna Temu, and Daniel Ndyetabula
15. Fruit Drying Process to Enhance Agricultural Productivity in Sub-Sahara Africa