Dynamics of Marketing in African Nations

Dynamics of Marketing in African Nations

Dynamics of Marketing in African Nations

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.


This collection of original scholarly works explores marketing both as an activity and intellectual pursuit within the context of Africa in a way that captures the different myths and realities of the discipline that may not have been adequately accommodated in the mainstream literature.

This book should be interesting to graduate students undertaking advanced marketing studies in the area of applied marketing practice. Such students will have already undertaken a basic marketing course and will now be moving on to an examination of the application of marketing in given regional situations. Undergraduate business studies and marketing students who are required to study the Marketing in Africa module. Researchers of all sorts studying for higher degrees, undertaking specific projects, and so on, where the research thrust is marketing in Africa. the book is arranged in twenty chapters.

In Chapter 1 the co-editors, Joseph F. Aiyeku and Sonny Nwankwo introduce the common thread running through the other chapters. They review some of the pressures mat are leading to the increasing questioning of some of the fundamental axioms of marketing; the challenges and paradoxes that are emerging from African environments as conventional marketing principles are applied.

In Chapter 2, Franklin A. Manu and Ven Sriram present a brief review and eclectic analysis of the problems facing African countries in which there are no easy answers. Problems include low emphasis on the role of marketing in the development process, emphasis on industrialization and urbanization and so on. It then suggests the need for field research to identify alternative opportunities for improving the effectiveness rural marketing system.

In Chapter 3, Maxwell A. Ayamba, Colin Beard and Ian D. Rotherham reemphasize that environmentalism and consumerism are powerful forces that are shaping marketing activities not only in the developed world but also in third world countries. Increasingly, the impact of firms’ marketing actions on the . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.