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Service Marketing in Ghana
Service Marketing in Ghana focuses on important service and customer management themes like the nature of services and their marketing challenges, challenges to the attainment of customer-oriented business cultures in Ghana, the building of business-to-business relationships, development of service marketing strategies; as well as knowing, assessing and managing your customers. The book provides important tips on raising the customer orientation culture of all businesses operating in Ghana. The book is written for junior, mid-level and senior management personnel across all organisations and business associations in Ghana; and Africa. It is also written for students who aspire to be practisi...
Health Service Marketing Management in Africa
Health Service Marketing Management in Africa (978-0-429-40085-8, K402492) Shelving Guide: Business & Management / Marketing Management The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditi...
Sales Management
In a fast-moving era of increased international competition, frontier markets must devise innovative ways to meet demanding sales targets and maintain profitability. These efforts will only succeed when local businesses abandon the concept of sales as a checklist of persuasive arguments that lead a customer to make a purchase and accept that building enduring customer relationships is the key to achieving sales goals. To understand what it means to sell successfully, sales representatives must develop a solid foundation in selling skills and an understanding of the critical elements needed to achieve sales goals. By delving into the foundational concepts related to leveraging sales as a tool...
Marketing Communications in Emerging Economies, Volume II
Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Higher Education Marketing in Africa
This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.
Social Media and Africa's Public Sector
This book focuses on developing a systematic approach to understanding the transformations in Africa's public sector social media landscape. Looking at the use of social media from the African public sector perspective, the authors present a comprehensive understanding of social media practices and how these could be integrated into African public sector institutions’ operational activities in order to deliver greater value for African citizens and consumers of public goods and services. Chapters explore how social media in Africa differs from traditional media use, their application in the public sector, objectives for government using social media, and how social media plays an interactive role in e-government services. Providings practical guidance on the use of social media in Africa’s public sector and governmental spaces, the book also serves as a teaching text in governance and public sector communication efforts within the African context for both undergraduate and graduate programmes.
Strategic Marketing of Higher Education in Africa
Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. Th...
Marketing Communications in Emerging Economies, Volume II
Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the fir...
Customer Service Essentials
Customer Service Essentials is a must-read and a definitive source of information on effective management of customer service in Africa and beyond. Leveraging on unique concepts and practices developed in the field of customer service management, this book uses case studies and vignettes to reinforce learnings, drawing parallels to real life experiences. The book is a valuable resource for individuals and organizations, in the quest to achieve excellent customer service, increased productivity and enhanced employee satisfaction. It explores the practical challenges of customer service in Africa, examines critical success factors and provides guidelines for effective customer engagement in th...
