Macro Environmental Context of Marketing Strategy in Sub-Saharan Africa: A Preliminary Review

Abstract

With a population of over 600 million people, Africa is reputed to be one of the fastest expanding markets but very little is known about how its marketing environment is unfurling compared to other continents of the world. Most of the studies on the dynamics of marketing in Africa have largely ignored the institutional framework within which marketing activities take place. There is a limited knowledge about the direction and thrust of changes and their likely impact on the marketing process. This paper is devoted to exploring the marketing environment in Africa.