Anthropo-Marketing : les logiques du marketing en Afrique. Contribution théorique pour le développement de la connaissance en marketing

Summary

The limits of a Universalist approach of marketing hold to a large extend to the fact that this discipline is based on a theorical basement which tries to understand or to explain the commercial logics in the African context. This leads us to propose a new concept to learn on theorical and methodological plans and also the trade exchanges in Africa: Anthropo-marketing. This concerns a pluri-disciplinary approach which integrates marketing in a coherent manner to be at the heart of social sciences. Anthropo-marketing appears as an approach of exchanges where the business and symbolic dimensions related to the realities on the fields constitute the two faces of the same medal. This book’s objective is to bring the African University community to group business exchanges in their real realities without given priority to ideology and theorizing the practices of actors in situation. Researchers must be more of producers of new knowledge than simple consumers of imported theories which are almost in line with political realities, economic and even socio-anthropologic realities in Africa. Concerning commercial frames, the limits of modern companies practices on the African markets should have make them to become against of change, capable of innovation and creativity.

The authors

Pierre Jonathan BIKANDA is a graduate from IEP Lyon CESMA-MBA /EMLyon-Doctor in marketing and analysis of socio-economic behaviors (Clermont 1) –Doctor in sciences option socio—anthropology (UCAC) –more than 30 years in university learning, in professional training and in consultancy. Director of continuous training at the catholic University of central Africa>
Alphonse MEPOUTE BADIANG is a graduate from ESSEC-state Doctor in management sciences specialist marketing (university learning and professional training- more than 20 years of experience in enterprise and in consultancy.

Details of the book

Title	:	Anthropo-Marketing : les logiques du marketing en Afrique. Contribution théorique pour le développement de la connaissance en marketing
Authors	:	Pierre Jonathan BIKANDA, Alphonse MEFOUTE BADIANG
Editor	:	Editions Cheikh Anta Diop
Collection	:	Collection Dynamiques Environnementales et Durabilité
ISBN-13	:	978-9956-657-14-X
ISBN-10	:
EAN	:
Language	:	French
Number of pages	:	305
Size		16 X 24 cm
Publication date	:	15 july 2017
Price	:	Africa : 16 400 F.cfa / 25 € - Out of Africa : 22 960 F.cfa / 35 €
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