Putting African Country Development into Macromarketing Perspective

  • Mark Peterson
  • Saman Zehra


Macromarketing takes a holistic approach to marketing activity in order to understand the interactions among markets, marketing, and society. Using the Sustainable Society Index, this study performs an analysis of country and regional development for Africa. Accordingly, the human, environmental, and economic well-being for societies across Africa will be compared with (1) the rest of the world, (2) other developing countries, and (3) regions of the world. In terms of the sustainability dimensions of people, planet, and profit, Africa does well on the planet (environmental) dimension but lags in the people and profit dimensions (human and economic development).


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.College of Business, University of WyomingLaramieUSA

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