Marketing in Africa

Product Details:
Author(s):
Makhitha, M
Year Published:
2019
Edition
1st Edition
Type:
Print | Soft Cover
Language:
English
About this publication
In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice. 
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.
This first edition focuses on:
• expanding into Africa
• culture and marketing in Africa
• demographics in Africa and the marketing implications
• doing business in Africa
• branding in Africa
• demographics in SA and the marketing implications
• township marketplaces
• marketing to low-income consumers
• marketing opportunities in South Africa and Africa as a whole.
 
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
Interest / Benefit to
Marketing in Africa is intended for undergraduate and postgraduate Marketing students, and students in other programmes such as Business Management, Supply Chain Management and Human Resources. Entrepreneurs, business and marketing executives and business consultants will also find this book useful and beneficial.