Product Description
Marketing in Africa (WebPDF)
Author: M Makhitha
Format: Digital
In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice.
Marketing in Africa covers the key aspects of marketing in non-traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.
This first edition focuses on:
• expanding into Africa
• culture and marketing in Africa
• demographics in Africa and the marketing implications
• doing business in Africa
• branding in Africa
• demographics in SA and the marketing implications
• township marketplaces
• marketing to low-income consumers
• marketing opportunities in South Africa and Africa as a whole.
Contents:
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PART 1: MARKETING – AN AFRICAN PERSPECTIVE
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Chapter 1: Marketing in an African context
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Chapter 2: The demography of Africa
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Chapter 3: The African consumer: culture, marketing perspectives and consumer behaviour
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Chapter 4: Doing business in Africa
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Chapter 5: Branding and integrated marketing communication in Africa
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Chapter 6: The South African consumer
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PART 2 – SOUTH AFRICAN MARKETING PERSPECTIVES
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Chapter 7: Township and informal market places
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Chapter 8: Business expansion in South Africa: marketing implications
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Chapter 9: Segmenting the South African marketplace and promotion applications from a South African perspective
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Chapter 10: Product and distribution applications: a South African perspective
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