Download or read book Marketing Management in Africa written by George Tesar and published by Routledge. This book was released on 2018-04-27 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success. Beginning with an introductory chapter that frames the socio-economic and technological developments in Africa, readers are introduced to the conceptual model that provides this structured approach in four logical parts: The creative stage Entrepreneurial and enterprise activities Understanding consumer behavior and market segments A project management-based framework. This multidisciplinary approach is supplemented with many examples and cases from a variety of sectors including health care, wind and solar power, and mobile technology. Through these, readers are able to understand how the model is implemented in reality to drive innovative economic and social development. Marketing Management in Africa will prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.

Download or read book Marketing Management in Africa written by George Tesar and published by Routledge. This book was released on 2018-04-27 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success. Beginning with an introductory chapter that frames the socio-economic and technological developments in Africa, readers are introduced to the conceptual model that provides this structured approach in four logical parts: The creative stage Entrepreneurial and enterprise activities Understanding consumer behavior and market segments A project management-based framework. This multidisciplinary approach is supplemented with many examples and cases from a variety of sectors including health care, wind and solar power, and mobile technology. Through these, readers are able to understand how the model is implemented in reality to drive innovative economic and social development. Marketing Management in Africa will prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.

Download or read book Marketing Management and Strategy written by George Tesar and published by Routledge. This book was released on 2013 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 and is essential reading for both undergraduate and graduate students in marketing, international strategy and international business.

Download or read book The African Journal of Finance and Management written by and published by . This book was released on 2006 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2020-05-04 with total page 698 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Download or read book Human Resource Management and Internal Marketing written by Teena Mishra and published by Taylor & Francis. This book was released on 2022-12-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

Download or read book Exploring Entrepreneurial Intentions Innovation and Performance in Small and Medium Sized Enterprises written by Anna Ujwary-Gil and published by Cognitione Foundation for the Dissemination of Knowledge and Science. This book was released on with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entrepreneurial experience and venture success: A comprehensive meta-analysis of performance determinants Abstract PURPOSE: In both theory and practice, the entrepreneur’s prior experience is considered to be one of the most important human capital factors affecting venture performance. Nonetheless, the research on the effect of experience on venture performance has produced inconclusive findings. The literature explaining this inconclusiveness is sparse, but several determinants have been identified, such as the variability in the conceptualization and measurement of experience and performance, age of the investigated ventures, types of industry, or size and composition of venture management. The inconsistency of these features across primary studies makes it difficult to compare the results and to integrate findings. METHODOLOGY: This meta-analysis reviews and summarizes 80 primary studies in order to investigate the relationship between entrepreneur’s experience and venture performance. We investigated the effect of five determinants of this relationship, namely the type of experience, type of performance, venture age, size of managerial team, and composition of managerial team. A random effect model was applied and the correlation coefficient was used as an indicator of effect size. FINDINGS: The study found that experience positively affected venture performance, although the magnitude of the effect was rather small. Venture performance showed to have the strongest significant relationship with start-up experience, followed by industrial, working, and managerial experience. International, functional, and entrepreneurial experience had a non-significant effect on venture performance. Moreover, the effect of experience on venture performance was not significant for older ventures. Experience significantly affected two types of venture performance, namely the size of venture and profitability, while the effect on growth was non-significant. Finally, of all the types of venture management, the experience of owner-inclusive entrepreneurial teams had the greatest effect on venture performance. IMPLICATIONS: Investor practitioners may find it helpful to assess entrepreneurs’ experience within a broader context, taking account of the types of experience the entrepreneur possesses. Entrepreneurs’ international, functional, and entrepreneurial experience should be considered very carefully, as they had a non-significant effect on venture performance. In contrast, having experience of founding a venture or of a particular industry seems to provide more value than experience of doing business internationally, or being in business for many years. Another important aspect that investors and venture capitalists should take into account is the size and composition of the entrepreneurial team and the extent to which the venture proposal reflects the different types of experience the team members possess. ORIGINALITY AND VALUE: The study contributes to the human capital literature by firstly attempting to examine systematically the overall magnitude of the relationship between entrepreneur’s experience and venture performance. It also contributes by investigating the determinants of the relationship between experience and venture performance. It summarizes and combines previous inconclusive findings about the impact of different types of experience on different venture performance outcomes. Keywords: entrepreneurial experience, venture performance, entrepreneurship, human capital, learning by doing, meta-analysis, start-up, investor decision-making, performance, knowledge generation Entrepreneurial orientation and SME export performance: Unveiling the mediating roles of innovation capability and international networking accessibility in the brass industry Abstract PURPOSE: This paper answered the research gap on entrepreneurial orientation with a sample of small and medium-sized enterprises’ (SMEs) export performance and the mediating role of innovation capability and international networking accessibility that has not been tested in previous research. This study also tested the effect of entrepreneurial orientation on SMEs’ export performance in the global market. The mediating role of international networking accessibility and innovation capability on SMEs’ export performance also became another focus of this study. METHODOLOGY: This paper implemented a quantitative approach with 282 owners or managers of the SMEs brass industry cluster in Boyolali, Indonesia, who were examined using purposive sampling. FINDINGS: The findings of this study revealed that entrepreneurial orientation did not significantly affect SMEs’ export performance but did significantly affect innovation capability and international networking accessibility. Another empirical test found that innovation capability had significantly affected SMEs’ export performance and the international networking accessibility. International networking accessibility also significantly affected the performance of export SMEs. This study also found an important mediating role of international network accessibility and innovation capability in the relationship between entrepreneurial orientation and SMEs’ export performance. IMPLICATIONS: This study contributes to research investigating the effect of entrepreneurial orientation on performance by conducting in-depth studies on innovation capabilities and international networking accessibility. Many studies have tested the mediating role of innovation capability and international networking accessibility. The practical implication of this study is that it can help managers or owners of SMEs better understand and find optimal solutions through enhancing innovation capability and international networking accessibility, which can be instilled in the characteristics of SME owners or managers to improve performance. ORIGINALITY AND VALUE: The results of this study indicate the mediating role of innovation capability and accessibility of international networking on SMEs’ export performance. Therefore, the main contribution of the study is to determine the mediating role of innovation capability and international network accessibility in the relationship between entrepreneurial orientation and performance by integrating the theoretical perspective of the resource-based view (RBV). Keywords: entrepreneurial orientation, SME export performance, innovation capability, international networking accessibility, brass industry, Indonesia, resource-based view, RBV Relationship between knowledge transfer and sustainable innovation in interorganizational environments of small and medium-sized enterprises Abstract PURPOSE: The trends promoted for the strengthening of capacities that allow the interaction and valuation of knowledge as an intangible asset, deserve a management based on its transfer as a basis that drives innovation. Based on this, the purpose of the study is to examine the relationships between knowledge transfer (KT) and sustainable innovation (SI) in interorganizational contexts of small and medium-sized companies. METHODOLOGY: A process was carried out through the application of a questionnaire addressed to managers and owners of 109 small and medium-sized companies of activity in management and the development of information and communication technologies in two regions of Colombia. To show the significant differences between the two selected populations, a non-parametric Mann-Whitney test for independent samples was applied. Likewise, an application of the K-means algorithm was used to group the variables into subsets. The study of the data was complemented with the multivariate technique and the principal components analysis (PCA) to validate the contrasting of the declared hypotheses. FINDINGS: The results determine that by means of the Mann-Whitney non-parametric test for independent samples there are significant differences between the two selected populations. Likewise, the positive correlation between the variables of knowledge transfer and innovation is confirmed, as well as designing the interactions and the flow of processes between the components that support the aforementioned variables from the theoretical and empirical approach, whose interaction capacity between them has to promote the innovative potential under sustainability principles in small and medium-sized enterprises. IMPLICATIONS: Based on the results of the research carried out, scenarios are promoted through which it is sought to strengthen the interorganizational management of small and medium-sized enterprises, minimizing the barriers that weaken their stability. As well as promoting new ways of valuing knowledge as an intangible asset that, when transferred, generates effects in innovation management as part of the strengthening and interorganizational sustainability of small and medium-sized enterprises. ORIGINALITY AND VALUE: It is based on the generation of value through the proposal of a design of a system of relations between the components that promote the transfer of knowledge and sustainable innovation. Its structure is based on empirical results that allowed defining five strategic stages that show the relationships between the components that promote interorganizational and competitive management of tangible and intangible assets available in small and medium-sized enterprises. Keywords: knowledge transfer, sustainable innovation, interorganizational environments, knowledge management, Small and Medium-sized Enterprises, SMEs, intangible assets, Colombia Comparative analysis of national innovation systems: Implications for SMEs' adoption of fourth industrial revolution technologies in developing and developed countries Abstract PURPOSE: This study aims to identify the differences and similarities in the innovation systems of developing vs. developed countries that influence SMEs’ adoption of Fourth Industrial Revolution (4IR) technologies. There is a notable absence of comparative research between National Innovation Systems (NIS) of developing and developed countries. Additionally, the current scholarly conversation lacks a holistic view of NIS. Our study aims to fill these gaps by employing Lundvall’s framework to explore both developed and developing countries’ systems comprehensively. METHODOLOGY: The data was collected through a Systematic Literature Review, identifying a total of 695 publications from SCOPUS, Web of Science (WoS), and ProQuest. The PRISMA process was adhered to, resulting in 32 papers undergoing quality evaluation using Gough’s ‘weight of evidence’ guidelines. Twenty-nine primary papers were selected, comprising twelve from developed countries, another twelve from developing countries, and the remainder from both categories. Using Qualitative Meta-synthesis (QMS) with ATLAS.ti, a systematic alignment of codes with research inquiries pertaining to NIS ensued, revealing a multifaceted spectrum of findings across these scholarly investigations. FINDINGS: We found that there are similarities and differences between the innovation systems of developed and developing nations. The similarities include the intra-firm interactions taking place between managers and workers, inter-firm relations between the SMEs and Academia and other SMEs, as well as the role of the government in providing funding and regulation (albeit at significantly varying degrees). The most significant differences observed were in the funding mechanisms, the role of the government, and the R&D systems. It was found that governments in developed countries provided SMEs with substantial incentives, tax credits, and subsidies to adopt 4IR technologies, which appears to positively impact the adoption rate. We conclude by developing a conceptual framework for the NIS necessary for the adoption of SMEs’ 4IR technologies in developing countries. IMPLICATIONS: This study contributes to the literature on innovation systems by examining the NIS of both developed and developing countries. This analysis allows us to gain deeper insights into how specific aspects of each country (developed or developing) affect (positively or negatively) SMEs’ adoption of 4IR technologies. Practically, it informs governments in developing countries on which aspects to focus on in their NIS to increase the rate of the adoption of 4IR technologies by SMEs. ORIGINALITY AND VALUE: A distinctive aspect of this study lies in the creation of a comprehensive conceptual model delineating the essential components of the innovation system pivotal for the successful integration of 4IR technologies within SMEs. This model is designed to serve as a practical tool for governments in developing countries, providing a structured framework to facilitate and enhance the strategic development of their innovation landscapes. Keywords: national innovation systems, fourth industrial revolution technologies, SME, adoption, developed countries, developing countries, comparative analysis, government policies, Lundvall’s framework, qualitative meta-synthesis Social cognitive career theory and higher education students’ entrepreneurial intention: The role of perceived educational support and perceived entrepreneurial opportunity Abstract PURPOSE: This study aims to integrate insights from the Socio-Cognitive Career Theory (SCCT) and entrepreneurship literature to develop a research framework of how perceived entrepreneurial opportunities (PEO) and perceived educational support (PES) shape the progression of entrepreneurial self-efficacy (ESE) and entrepreneurial career interests (ECI). Additionally, this study investigates whether ECI mediates the effects of PEO and PES on entrepreneurial intention (EI) and how PEO and PES moderate the effects of ESE and ECI on EI. METHODOLOGY: A sample of 888 university students was recruited from Vietnam. Cronbach’s alpha and confirmatory factor analyses were adopted to test the reliability and validity of the scales. Structural equation modeling (SEM) is then used to test formulated hypotheses. FINDINGS: The current study demonstrates that ESE and ECI directly trigger EI. Although PES and PEO did not directly impact EI, their influence on EI was mediated through ESE and ECI. In addition, PEO was found to act as a positive catalyst for the transformation of ESE and ECI into EI. The greater the entrepreneurial opportunities students perceive, the more likely they are to convert ESE and ECI into intentions to become entrepreneurs. IMPLICATIONS: This study makes a significant contribution by emphasizing the relevance of the SCCT framework in understanding entrepreneurship and brings to the forefront the role of PES and PEO in shaping the progression of ESE, ECI and, ultimately, EI. In addition, the findings of this study provide practical implications for nascent entrepreneurs, entrepreneurship educators, and policymakers. ORIGINALITY AND VALUE: This study is one of the first to investigate the role of PEO and PES in the development of Vietnamese students’ SES, ECI and, ultimately, their intention to engage in entrepreneurship. Keywords: entrepreneurial intention, social cognitive career theory, perceived educational support, perceived entrepreneurial opportunities, entrepreneurial self-efficacy, entrepreneurial career interests, structural equation modeling, SEM Entrepreneurial intentions of students from Latvia, Poland, and Ukraine: The role of perceived entrepreneurial education results Abstract Purpose: Our main aim is to establish which factors influence entrepreneurial intentions, with a particular focus on the role of entrepreneurial education and university support in Central and Eastern European countries (CEE). An additional aim is to determine the differences in these perceptions between students from seemingly similar but rather different CEE countries. Methodology: We based our study mainly on two theory constructs, namely the entrepreneurial support model (ESM) and entrepreneurial self-efficacy (ESE). Both concepts often appear in research on entrepreneurial intentions, but they are not used together. Moreover, we proposed a new education-related factor – perceived entrepreneurial education results (PEER). To verify hypotheses quantitative research was conducted using surveys among 2,085 first-year undergraduate students from three technical universities in three countries: Latvia, Poland and Ukraine. Findings: The results of the study indicate that entrepreneurial self-efficacy, perceived entrepreneurial education results, and perceived educational and relational support all influence the intention of students to launch a venture. The research did not provide support for the hypothesis of an impact of perceived structural support (PSS) on intentions. The impact of perceived educational and relational support appeared to be less important than the impact of ESE and PEER on intentions. Additionally, we identified that there are significant differences between students from the analysed countries. Implications for theory and practice: Our research has identified a new factor, not previously used in studies of entrepreneurial intentions, that is, perceived entrepreneurial education results. This new factor can be used in research as a complement to self-efficacy and it refers to hard skills related, in this particular case, to entrepreneurship. The results show the importance of the national context, implying the need to take this into account when modelling support policies at a national level. The findings can be used to remodel how this knowledge is delivered to young people. Originality and value: Firstly, we proposed the inclusion of a new education-related component called perceived entrepreneurial education results, which can examine the perceived results of education at any level, in our case, at the secondary school level. Secondly, we showed the stronger influence of factors related to perceptions of one's own skills than perceptions of support from the environment. In addition, we demonstrated that making judgements or recommendations about entrepreneurial support, for rather similar countries, should be considered separately. Furthermore, we conceptualised the three aspects ESE, PEER and ESM in a new way. Finally, we also proved that the role of individual factors varies from country to country, even if the countries belong to the same cultural background and share a similar past experience. Keywords: entrepreneurial intentions, entrepreneurial education, perceived entrepreneurial support model, entrepreneurial self-efficacy, perceived entrepreneurial educational results, Central and Eastern European Countries, CEE countries, comparative analysis

Download or read book Problems And Prospects Of Indian Retailing written by Dr.V.V.Devi Prasad Kotni and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing in the Cyber Era Strategies and Emerging Trends written by Ghorbani, Ali and published by IGI Global. This book was released on 2013-12-31 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cyber era. This has shaped a demand for an innovative conceptual framework for the marketing industry. Marketing in the Cyber Era: Strategies and Emerging Trends brings together best practices and innovative approaches for effective marketing in today’s economy. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers of marketing in profit and non-profit organizations.

Download or read book Mobile Commerce Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-06-19 with total page 1584 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the era of digital technology, business transactions and partnerships across borders have become easier than ever. As part of this shift in the corporate sphere, managers, executives, and strategists across industries must acclimate themselves with the challenges and opportunities for conducting business. Mobile Commerce: Concepts, Methodologies, Tools, and Applications provides a comprehensive source of advanced academic examinations on the latest innovations and technologies for businesses. Including innovative studies on marketing, mobile commerce security, and wireless handheld devices, this multi-volume book is an ideal source for researchers, scholars, business executives, professionals, and graduate-level students.

Download or read book Contemporary Issues in Social Media Marketing written by Bikramjit Rishi and published by Routledge. This book was released on 2017-07-28 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Download or read book E Marketing in Developed and Developing Countries Emerging Practices written by El-Gohary, Hatem and published by IGI Global. This book was released on 2013-04-30 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: While e-marketing has emerged as an aid in allowing businesses to reach a broader audience, evolutions in computer science and technology have made its comprehension a bit more complex. E-Marketing in Developed and Developing Countries: Emerging Practices aims to create a deeper understanding of the policies and practices that are involved in a successful e-marketing environment. This publication highlights the strategies and applications currently being used in both developed and developing countries; proving to be beneficial for entrepreneurs, policy makers, researchers, and students wishing to expand their comprehensive knowledge in this field.

Download or read book Tourism and Crisis written by Gustav Visser and published by Routledge. This book was released on 2013 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book analyses the relationship between tourism and crises ranging from dramatic acts of terror to natural disasters, as well as the most significant economic recession since the late 1920s. The volume focuses on the roles and potential of tourism for development and relations between tourism, environment and broad global process of change at different levels of analysis, highlighting different types of "crisis". In particular it questions the general conviction that tourism-led development is a sustainable and necessarily solid platform from which to develop local, national and regional economies from a range of perspectives.

Download or read book Indonesian Consumers Patronage Invention Toward Shopping Malls written by Faruqi Ismael and Suresh Kumar, S.T., M.Si. and published by Rasibook. This book was released on 2020-03-11 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: This monograph is expected to find out what factors that are being concerned by customers to choose a shopping mall. Based on the previous studies some variables are considered very important to determine customers’ intention to choose a shopping mall, they are perceived value, convenience orientation, trust, customer satisfaction and willingness to buy. Hence, to confirm the previous studies, quantitative method is employed with a survey as a tool to collect data. Since DKI Jakarta has the highest number of shopping malls and it is the capital city of Indonesia where many Indonesians from various races live, hence DKI Jakarta is taken as the place of study to represent Indonesia as a whole.

Download or read book Business to Business Marketing written by Richard Afriyie Owusu and published by CRC Press. This book was released on 2021-05-17 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Download or read book Economic Development of Africa 1880 1939 vol 1 written by David Sunderland and published by Taylor & Francis. This book was released on 2024-10-28 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the main motives for British imperialism in Africa was economic gain. This collection examines the ways in which Britain developed Africa, and, in so doing, benefited her own economy.