Marketing and African Economic Development: An Overview and Agenda for Research

Résumé fourni par la source

As African countries strive toward economic development, they have had the need to borrow marketing knowhow from the developed countries as part of their tool-bag of development techniques. Although this is commendable, debate persists in the literature as to the applicability/relevance of marketing knowhow in developing countries. To enhance knowledge in the topic area, the authors provide an overview of the role of marketing in developing countries and a conceptual model for empirical research.