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
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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.