The transitioning of marketing practices from segment to customer-centric marketing in the African business context : toward a theoretical research framework
Kofi Q. Dadzie, Charlene A. Dadzie and Evelyn M. Winston
| Year of publication: |
2020
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|---|---|
| Authors: | Dadzie, Kofi Q. ; Dadzie, Charlene A. ; Winston, Evelyn M. |
| Published in: |
Contemporary issues and prospects in business development in Africa : celebrating the 20th anniversary of the Journal of African Business. - London : Routledge, Taylor & Francis Group, ISBN 978-0-367-35529-6. - 2020, p. 52-69
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| Subject: | African emerging markets | Competitive strategy | Customer-centric marketing mix | Segment marketing mix | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Afrika | Africa | Marktsegmentierung | Market segmentation | Wettbewerbsstrategie |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012136026