The transitioning of marketing practices from segment to customer-centric marketing in the African business context : toward a theoretical research framework
Year of publication: |
2019
|
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Authors: | Dadzie, Kofi Q. ; Dadzie, Charlene A. ; Winston, Evelyn M. |
Published in: |
Journal of African business. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1522-9076, ZDB-ID 2112760-8. - Vol. 20.2019, 2, p. 206-223
|
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 | Competitive strategy |
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