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: |
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
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| Subject: | African emerging markets | competitive strategy | customer-centric marketing mix | segment marketing mix | Marketingmanagement | Marketing management | Afrika | Africa | Beziehungsmarketing | Relationship marketing | Marktsegmentierung | Market segmentation | Wettbewerbsstrategie | Competitive strategy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/15228916.2019.1583978 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012180386