Skip to main content
Top

2015 | OriginalPaper | Chapter

Marketing in Transitionary Economics: A Focus on Sub-Sahara Africa

Authors : Joseph Fola Aiyeku, Sonny Nwankwo

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

This paper identifies the major factors which are likely to constrain the implementation of marketing (and consequently, marketing effectiveness) in transitionaiy economies. It does this through a case-study approach focusing on Sub-Sahara Africa. Weak institutional framework encompassing inefficient economic infrastructures, large size of the public sector, absence of marketing institutions, wider socio-cultural actors account for the sub optimal development of marketing in this region. The paper provides guidelines for effective marketing in Sub-Saharan African economies which are at the threshold of (or already) introducing market-responsive systems.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Metadata
Title
Marketing in Transitionary Economics: A Focus on Sub-Sahara Africa
Authors
Joseph Fola Aiyeku
Sonny Nwankwo
Copyright Year
2015
DOI
https://doi.org/10.1007/978-3-319-17395-5_45