The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework
Author:
Affiliation:
1. J. Mack Robinson College of Business, Georgia State University, Atlanta, GA, USA
2. Mitchell College of Business, University of South Alabama, Mobile, AL
3. School of Business, Clark Atlanta University, Atlanta
Publisher
Informa UK Limited
Subject
Development,Geography, Planning and Development
Link
https://www.tandfonline.com/doi/pdf/10.1080/15228916.2019.1583978
Reference56 articles.
1. Competitive Strategy, Environmental Characteristics and Performance in African Emerging Economies: Lessons from Firms in Ghana
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3. Serving the world's poor: innovation at the base of the economic pyramid
4. Firm Resources and Sustained Competitive Advantage
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