Marketing management and strategy

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Marketing & PR
Wirtschaft

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This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings togetherfifteen 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