The impact of the marketing management concept on economic development in sub-Saharan Africa

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Abstract

The marketing concept has played an important role in helping leading economies achieve their current level of economic development. That is why the marketing concept can have a stimulating effect on the economic development of developing countries. This article discusses the role of marketing in the economic development of Africa in general and sub-Saharan Africa in particular. The article analyzes the latest changes in marketing activities in Africa and their importance for the overall economic growth of the continent as a whole and in sub-Saharan Africa in particular. An integrated marketing model of market economic development for developing countries is proposed. This model can serve as a guide for future research in the field of marketing and economic development on the African continent and in Sub-Saharan Africa.

About the authors

Elena Stepanovna Petrenko

Plekhanov Russian University of Economics; State University of Management

Email: petrenko_yelena@bk.ru

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