Culture and International Marketing: A Sub-Saharan African Context
Abstract
The authors review and extend the culture literature in international marketing by discussing some of the cultural underpinnings pertaining to the sub-Saharan African context. With the use of inductive reasoning, the authors offer several key normative suggestions for international marketing practices. Marketers should focus not only on the end user but also on those who significantly influence the final decision. Sub-Saharan African culture is...
Paper Details
Title
Culture and International Marketing: A Sub-Saharan African Context
Published Date
Sep 1, 2013
Journal
Volume
26
Issue
4
Pages
188 - 202
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History