The developing markets of Africa, Asia and the Middle-East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources, and market expansion with rising interests of the EU, USA and multi-national corporations in the region. It is therefore becoming imperative for the academic and global business community to have an accurate picture of the peculiarities of marketing practices, developments, and consumer experiences in these developing markets.

This book presents contemporary cases across Africa, Asia and the Middle-East to aid the global understanding of both market and consumer behaviours across the regions, and equally provide robust knowledge to approach the markets with strategic responses. A unique characteristic of the African economy and the other regional markets like Middle-East and Asia is that they might have one global business outlook to non-citizens and non-residents, but the internal structure and market behaviours quite reveals that they are different and diverse in terms of culture, socialisation, religion, technology assimilation, economic capacity, etc. which invariably affect market behaviours, buying decisions and consumer behavioural patterns and decisions in each market.

This edited collection will bring together a comprehensive assembly of cases considering these diverse characteristics to provide foresight for marketing strategy, policy and decision making. Marketing in Developing Nations will aid researchers and upper-level students looking to further understand the specifics of marketing in these regions, whilst also offering real life examples to stimulate further research and insight for global business.

Book Information
ISBN 9781032578347
Author Ayodele C. Oniku
Format Hardback
Page Count 250
Imprint Routledge
Publisher Taylor & Francis Ltd