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The Current Marketing Practices in Ghana

In: Business Practices in Emerging and Re-Emerging Markets

Author

Listed:
  • Kwaku Appiah-Adu
  • Satyendra Singh

Abstract

The purpose of this study is to conduct an empirical investigation into the differences between the marketing orientation of foreign and domestic manufacturing firms in Ghana. Specifically, an attempt was made to determine the marketing functions and to distinguish between the actual performance of marketing activities in the firms selected. Data was obtained from 79 companies representing local and foreign firms in eight foreign countries spread across Europe, North America, and Asia. Our analysis indicates that, on the whole, foreign firms perceive marketing functions as more important and tend to perform more marketing activities compared with domestic firms. Managerial implications of our findings and study limitations are discussed alongside future research directions.

Suggested Citation

  • Kwaku Appiah-Adu & Satyendra Singh, 2008. "The Current Marketing Practices in Ghana," Palgrave Macmillan Books, in: Business Practices in Emerging and Re-Emerging Markets, chapter 0, pages 153-165, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-61101-6_8
    DOI: 10.1057/9780230611016_8
    as

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