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Digital Marketing in Africa: Challenges, Opportunities and Strategies for SME Internationalisation
Hardcover
Series: Palgrave Studies of Internationalization in Emerging Markets
ISBN13: 9783032388339
Publisher: Palgrave MacMillan
Published: Feb 22 2027
Language: English
This edited collection analyzes the challenges, opportunities and strategies that shape the role of digital marketing in the internationalization of African SMEs. Digital economies are expanding rapidly, motivating this volume, which provides critical insights into effective strategies for SMEs seeking to enhance their global competitiveness.
The contributors present a nuanced perspective of digital marketing's impact on SME performance, addressing critical questions about market access, consumer behavior, and brand management.
Ideal for entrepreneurs, policymakers, and researchers, this volume serves as a vital reference for those interested in empowering African SMEs to be successful digitally in the global market. Whether you're a student or a practitioner, this book offers actionable insights to navigate the complexities of digital marketing in emerging economies.
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