Title: Market development in the African context [book chapter]

Book where my chapter appears:

Marketing Management: A Cultural Perspective

Editors: Peñaloza, L, Toulouse, and N, Visconti, L

 

CLICK ON THE LINK BELOW AND YOU CAN GET AN IMAGE OF THE BOOK FRONT COVER IF YOU WANT TO INCLUDE THAT.

 

Co-authors

Sammy K. Bonsu, Eric J. Arnould

 

Topic [Description or possible caption over the image]:

Adapting strategies for market development

 

Question

Is market development a two-part dynamic?

 

Brief Description [I have to proof lots of the wording on these]

We propose that successful market development in Africa requires understanding how local resources, such as market structures and socio-cultural bonds outside the market, combine with global tools to provide opportunities for crafting African-relevant strategies for long-term socio-economic sustainability.

 

Image: Benet to get this for you

 

Link to download the article:

https://www.amazon.com/Marketing-Management-Perspective-Lisa-Penaloza/dp/0415606837

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