This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The conceptual model is divided into four logical parts with cases and examples to facilitate practical application.
This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The conceptual model is divided into four logical parts with cases and examples to facilitate practical application.
George Tesar is Professor Emeritus of Marketing and International Business at Umeå University, Sweden, and Professor Emeritus at the University of Wisconsin-Whitewater, USA. Steven W. Anderson is Professor of Chemistry at the University of Wisconsin-Whitewater, USA. Hassimi Traore is Associate Professor of Chemistry at the University of Wisconsin-Whitewater, USA. Jens Graff is a retired academic and author of six textbooks in business administration. He was previously an Associate Professor at Woosong University, Korea.
Inhaltsangabe
Introduction Framework 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 Jens Graff 4. Social Marketing and Health Care George Tesar 5. Business to business marketing implications for smaller enterprises in Africa George Tesar PART 2: Micro Marketing Section A: Finance 6. ICT Facilitated Financial Service Deliveries in Africa John Kuada 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 Jan-Erik Jaensson 9. Financing Behavior of Entrepreneurial Ventures in Tanzania Tumsifu Elly 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 Hassimi Traore
Introduction Framework 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 Jens Graff 4. Social Marketing and Health Care George Tesar 5. Business to business marketing implications for smaller enterprises in Africa George Tesar PART 2: Micro Marketing Section A: Finance 6. ICT Facilitated Financial Service Deliveries in Africa John Kuada 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 Jan-Erik Jaensson 9. Financing Behavior of Entrepreneurial Ventures in Tanzania Tumsifu Elly 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 Hassimi Traore
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