Marketing in Africa

The African market presents potential for businesses that have exhausted market opportunities in their home countries. The same applies to those businesses operating in developed markets, which are mature with no opportunities for growth. The African market has a growing consumer class segment, with the fastest-growing population, as well as an expanding middle class with more disposable income. As a result, Africa has become a key destination for organizations and others looking for investment opportunities. Marketing in Africa covers key topics, focusing on marketing from an African perspective.