Operational Marketing Strategies to the Test of the Kinshasa Market
Career of a sales agent from Bracongo to Lejack Group Establishments
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The facts that I evoke in this book go back to the day when the need to write came to me following the contradictions observed within the team to which I belonged. I gave myself the mission to scientifically look for explanations for the failed marketing actions of Bracongo that led it to lose the market. It was at this point that I started to call upon my memories to put on paper all these contradictions that I hardly understood. In the absence of any explanation until the day when Mr. Emmanuel de Tailly confessed, during the first seminar at the Belgian School of Gombe in March 2010, that Br...
The facts that I evoke in this book go back to the day when the need to write came to me following the contradictions observed within the team to which I belonged. I gave myself the mission to scientifically look for explanations for the failed marketing actions of Bracongo that led it to lose the market. It was at this point that I started to call upon my memories to put on paper all these contradictions that I hardly understood. In the absence of any explanation until the day when Mr. Emmanuel de Tailly confessed, during the first seminar at the Belgian School of Gombe in March 2010, that Bracongo worked at a loss for a while, even during the year of the launch of the LONGINDO competition (2009), notwithstanding huge marketing expenses.I have lived through the glory moments of Bracongo as a leader in the Kinshasa brewery market since June 2004, the year I was hired as a sales promoter, as well as its moments of difficulty and its times of recovery, which are described in this book.
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