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.

chapter |17 pages


ByGeorge Tesar, Steven W. Anderson, Hassimi Traore, Jens Graff

part I|98 pages

Environmental Issues and Macro Marketing

section A|51 pages


chapter 1|19 pages

Foreign Aid on Economic Growth in Africa

Does Its Effect Vary From Low- to Middle-Income Countries?
ByAye Mengistu Alemu, Jin-Sang Lee

chapter 2|30 pages

Fishing in Dangerous Waters?

How Narratives of ‘Piracy’ and ‘Security’ Shaped Development Initiatives in the Somaliland Fishery Sector
ByAmanda Møller Rasmussen, Stig Jensen

section B|46 pages


chapter 4|15 pages

Social Marketing and Health Care

ByGeorge Tesar

part II|211 pages

Micro Marketing

section A|56 pages


chapter 6|13 pages

ICT-Facilitated Financial Service Deliveries in Africa

ByJohn Kuada

chapter 7|14 pages

Mobile Transactions

A Powerful Channel to Drive Financial Inclusion. Evidence From Kenya: M-Pesa Model
ByMario Testa, Marco Pellicano

chapter 8|13 pages

The Mobile Money Revolution

ByJan-Erik Jaensson

chapter 9|14 pages

Financing Behavior of Entrepreneurial Ventures in Tanzania

ByTumsifu Elly

section B|67 pages


chapter 10|32 pages

Advancing Water Purification Technology and Delivery in Africa

BySteven W. Anderson

chapter 11|17 pages

Understanding Consumer Buying Behavior in Africa

ByJohn Kuada, Andreea I. Bujac

chapter 12|16 pages

Factors Determining the Rise of Modern Food Retailing in East Africa

Evidence From Tanzania
ByFelix Adamu Nandonde, John Kuada

section C|87 pages


chapter 13|47 pages

Understanding the Role of Business Development Services in Developing Agribusiness SMEs in Tanzania

ByLola-Bona Vincent Lema, Daniel Wilson Ndyetabula

chapter 14|25 pages

The Role of ICT Products in Agricultural and Agribusiness Value Chain Development in Tanzania

The Case of Tanga Fresh Limited
ByAbdallah Mmeta Yongolo, Anna Andrew Temu, Daniel Wilson Ndyetabula