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
