Dynamics of Marketing in African Nations

Consider Africa—not with pre-established mindsets, unexamined assumptions, and bland generalizations—but for what Africa actually is: a setting in which marketers can gather new ideas and test old ones and perhaps emerge with a more varied, certain sense of what the marketing enterprise itself, is all about. Nwankwo, Aiyeku, and their contributing authors, all specialists with a remarkably wide range of experience and viewpoints, uncover the unexpected factors that they are certain will determine the success of selling just about any product or service to established or developing African nations. Original, eclectic, and agenda-setting, their book provides a startling insight into the dynamics of marketing in this fascinating region of the world as it continues to initiate the new macroeconomic and political reforms that are transforming the African continent into an important player on the international business scene. Nwankwo and Aiyeku see their book as a welcome attempt to identify and explore the institutional processes in which not only the study but also the practice of marketing is embedded. They work with three main themes: the processual issues, including theory development and the reconceptualization of conventional paradigms; the nature of the interrelationships that shape the dynamics of marketing overall; and the context-specific dimensions of marketing generally, its marketing operations. As the volume editors state: By and large, African nations present new contexts and new strategic challenges. As they become focused, certain general approaches as to how various characteristics influence marketing behaviors have to be established. This book, through addressing these contextual issues, provides a better focus for creating a relevant set of marketing activities in African situations.

Table of Contents:
Preface Introduction: Marketing Dynamics in Africa--Process, Relationships, and Context by Joseph Aiyeku and Sonny Nwankwo Marketing in Africa: An Electic Perspective by Franklyn A. Manu and Ven Skiram Marketing in Africa and Marketing of Africa: The Challenge of Environmentalism and Sustainability by Maxwell A. Ayamba, Colin Beard, and Ian D. Rotherham Impact of Macroeconomic Reforms on Marketing Boards in Sub-Saharan Africa by Sonny Nwankwo, Joesph Aiyeku, and Franses Ekulugo A Framework of the Interaction Between the Nation Marketing and the Development Process: The Case of the County of Morocco by A. Ben Oumlil Marketing and Nigeria's Economic Development by Julius O. Onah Internet Marketing in Africa: Problems and Prospects by Frances Ekwulugo The Impact of the Internet, As a Marketing Medium, on Traditional Mass Media in South Africa by Debbie Vigar Service Marketing in the Public Sectors in South Africa by J.W. de Jager and Mrs. M. Hill Formal and Informal Retail Sectors in Africa: Evolutionary or Competing Paradigms? by Robert Rugimbana and Bill Merrilees Marketing to Southern Africa: The Implications for a Financial Service Company by Lsobel Doole Robin Lowe and Liv Kirby The Military Factor in Marketing Management in Sub-Sahara Africa by Darlington C. Richards The Impact of Culture on Marketing Management Functions Africa: The Relevant of Hofstede's Typology and Cross Cultural Management Training by Abel Adekola Improving Trade Flows Among African Nations: Lessons from the West African Sub-Region by Augustine M. Nwabuzor and Okechukwu D. Anyamele The African Incorporated: Normalizing the Absurdities in Africa's Export Marketing Practices by Nnamdi Madichie and Kevin Iyk N. Ibeh The Marketing Communication Process: Conceptual Models and Application to the Investment Promotion Programs of the Ghana Free Zones Board by Seth N. Buatsi Segmentation Strategies for Banks in Ghana by Nana Owusu-Frimpong Tourism Marketing: Marketing of the Zambian Tourism Product by Peter U.C. Dieke Transition Towards a Marketing Oriented Culture in the Tranzianian Banking Sector: A Historical Perspective by Daudi R.V.B. Lwiza and Sonny Nwankwo Export Entrepreneurship Among Environmentally Challenged Sub-Sahara African Firms by Kevin I,N, Ibeh Index

About the Author :
SONNY NWANKWO is Professor of Marketing at East London Business School, University of East London, UK./e He has published extensively on marketing and international business for a wide range of international journals. Before entering academia he was a senior manager in the telecommunications industry. Dr. Nwankwo is founding president of the International Academy of African Business and Development. JOSEPH F. AIYEKU is Professor of Marketing and the Chairperson of the Marketing Department at Salem State College, Massachusetts./e He is author of more than 40 articles and coauthor of two previous books. Besides serving on the editorial boards of two journals and as an associate editor of a third, Dr. Aiyeku also consults with numerous corporations and is an adviser to government agencies in Africa.

Review :
?A book offering suggestions and expertise to entrepreneurs and marketers wanting to do business in Africa, wherever they are based, should be welcomed. Much more work needs to be done on issues such as marketing research at the consumer level, ameliorating the difficulties facing business-to-business marketers, and developing joint ventures and alliances, both intra-and thernationally. Nwankwo and Aiyeku have made a start.?-International Journal of African Historical Studies ?Graduate students of international marketing and entrepreneurs looking to do business in Africa will find Dynamics of Marketing in African Nations a valuable tool in understanding the economic development of Africa and its opportunities?-Journal of African Business "Graduate students of international marketing and entrepreneurs looking to do business in Africa will find Dynamics of Marketing in African Nations a valuable tool in understanding the economic development of Africa and its opportunities"-Journal of African Business "A book offering suggestions and expertise to entrepreneurs and marketers wanting to do business in Africa, wherever they are based, should be welcomed. Much more work needs to be done on issues such as marketing research at the consumer level, ameliorating the difficulties facing business-to-business marketers, and developing joint ventures and alliances, both intra-and thernationally. Nwankwo and Aiyeku have made a start."-International Journal of African Historical Studies