Understand Africa - a consumer perspective

Tendai Mhizha

Africa is the world's most diverse and most challenging continent for marketers: normal rules of research do not always apply.

Understand Africa – a consumer perspective

Tendai MhizhaResearch International, South Africa

PREFACE

Research in Africa – A Fertile Land Needs Fertile Minds

Through my experiences conducting research across the African continent for the past 17...

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