'This book is an important contribution for teaching marketing to undergraduate and graduate students in emerging market context. The underlying pedagogical frameworks and cases are carefully crafted to draw on the tremendous expertise of educators and practitioners who are experts in their individual country conditions and issues. Students will be able to develop marketing strategies that are appropriate for the unique marketing conditions in most African emerging markets. Practitioners can also apply the framework to policy formulation and implementation to social marketing issues that face many emerging market economies, especially African economies. '
Kofi Q. Dadzie, Associate Professor of Marketing, and President Elect, International Academy of African Business and Development, J. Mack Robinson College of Business, Georgia State University, Atlanta, USA
'Africa thus presents a new context within which to explore and appreciate the encouraging paradoxes in marketing thought, and thus sets the new agenda for a new thinking in various spheres of marketing principles and practices. This book is intended to complement present textbooks based on, and written for developed economies. It is designed to fill the need for compact treatment of major aspects of marketing management and practices based on sub-Saharan African economies. The book contains current issues of fundamental principles designed for students, researchers and practitioners of marketing in Africa.'
Professor Nana Owusu-Frimpong, Professor of Marketing, London Metropolitan University, UK
About the Author
George Tesar is Emeritus Professor at Umeå University, Sweden
John Kuada is Professor of International Business at Aalborg University, Denmark