Marketing Management and Strategy: An African Casebook - Rilegato

Tesar, George

Rilegato

ISBN 10: 041578333X ISBN 13: 9780415783330

Casa editrice: Routledge, 2013

Riassunto

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa.

By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken.

The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.

Su questo libro

Informazioni sull'autore

George Tesar is Emeritus Professor at Umeå University, Sweden

John Kuada is Professor of International Business at Aalborg University, Denmark

Dettagli dell'edizione

• Editore: Routledge
• Data di pubblicazione: 2013
• Lingua: Inglese
• ISBN 10: 041578333X
• ISBN 13: 9780415783330
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 280
• Contatto del produttore: Taylor and Francis, GPSR Taylor and Francis; gpsr@taylorandfrancis.com; ; Taylor & Francis Verlag GmbH, Kaufingerstraße 24; München; 80331; Germania