Marketing Decisions and Performance in Economic Reform African Countries


Marketing & Professional Sales

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The study sought to determine current marketing decisions being implemented by managers in African countries undergoing significant economic reforms. In addition, the impact of their new decisions on performance was determined. Firms used in the study were major domestic and subsidary enterprises in Ghana, Nigeria, Zambia, Kenya, and Uganda. The research method involved mail and telephone interviews with managing directors of the enterprises. The findings suggest that a few marketing activities such as improved customer service and export oriented programs have enhanced performance.