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Africa’s gold mine: A guide to winning customers in its unstructured market by Dr. Uchenna Uzo
A timely and needed book on the quirks of African consumers. Find insights and a structured approach that help you understand markets and consumer behaviour on the continent.
“A structured approach for brands to tackle an unstructured market. Uzo manages to combine practical, down-to-earth advice with ambitious, aspirational goals for brands who want to succeed in the most promising continent in the world.” – Inigo Gallo, Marketing Professor, IESE Business School, Barcelona
“Africa’s Goldmine is a must read for everyone who wants to understand markets and consumer behavior in Africa. Uchenna Uzo brings out new insights and defies myths that are relevant for business and everyone who has a desire to really understand Africa.” -Johanna Mair, Professor of Organization, Strategy & Leadership, Hertie School, Academic Editor, Stanford Social Innovation Review
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