Marketing Management and Strategy

An African Casebook

By:

George Tesar

Format:

Hardback

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Description

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen 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 these actions are taken. The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.

Author Biography:

George Tesar is Emeritus Professor at Umeå University, Sweden John Kuada is Professor of International Business at Aalborg University, Denmark

Release date NZ

February 8th, 2013

Author

George Tesar

Audiences

Postgraduate, Research & Scholarly
Undergraduate

Illustrations

28 Tables, black and white; 15 Line drawings, black and white; 19 Halftones, black and white; 15 Illustrations, black and white

Pages

280

Dimensions

156x234x18

ISBN-13

9780415783330

Product ID

10854284

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