Robert Hinson – författare

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies.

The Authors

Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies.

The Authors

Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Customer Service Management in Africa: A Strategic and Operational Perspective (978-0-367-14337-4, K410515)

"Customer Service is Changing!"

The message of 34 authors featured in Customer Service Management in Africa: A Strategic and Operational Perspective is clear: Today’s consumers are no longer ‘passive audiences’ but ‘active players’ that engage with businesses at each stage of product or service design and delivery systems. Consumer demands and expectations are also increasingly being dictated by changing personal preferences, enhanced access to information and expanding digital reality. The customer service principles – strategic and operational – advocated by these authors are universal, but particularly compelling as they apply to Africa’s unique and dynamic operating environment.

In recognition of the importance of excellent customer service, this comprehensive and well-timed book provides an essential guide on the increasing role of the customer to business success. This book discusses the management and delivery of customer service under seven broad themes: Customer Service as Shared Value, Customer Service Strategy, Customer Service Systems, Customer Service Style, Customer Service Culture, Customer Service Skills and Customer Experience – Advancing Customer Service in Africa.

Central questions posed and addressed include: What is the new definition of customer service management? How should organisations position themselves to create value for customers and stakeholders? How should employees project themselves to align with customer service promises made by their organisations?

Overall, this book provides strategic and operational insights into effective customer service management in Africa. The customer service management concepts, roles and practices outlined, particularly as they apply to the African context, make it an important addition to scholars’ or practitioners’ reference works.

Customer Service Management in Africa: A Strategic and Operational Perspective (978-0-367-14337-4, K410515)

"Customer Service is Changing!"

The message of 34 authors featured in Customer Service Management in Africa: A Strategic and Operational Perspective is clear: Today’s consumers are no longer ‘passive audiences’ but ‘active players’ that engage with businesses at each stage of product or service design and delivery systems. Consumer demands and expectations are also increasingly being dictated by changing personal preferences, enhanced access to information and expanding digital reality. The customer service principles – strategic and operational – advocated by these authors are universal, but particularly compelling as they apply to Africa’s unique and dynamic operating environment.

In recognition of the importance of excellent customer service, this comprehensive and well-timed book provides an essential guide on the increasing role of the customer to business success. This book discusses the management and delivery of customer service under seven broad themes: Customer Service as Shared Value, Customer Service Strategy, Customer Service Systems, Customer Service Style, Customer Service Culture, Customer Service Skills and Customer Experience – Advancing Customer Service in Africa.

Central questions posed and addressed include: What is the new definition of customer service management? How should organisations position themselves to create value for customers and stakeholders? How should employees project themselves to align with customer service promises made by their organisations?

Overall, this book provides strategic and operational insights into effective customer service management in Africa. The customer service management concepts, roles and practices outlined, particularly as they apply to the African context, make it an important addition to scholars’ or practitioners’ reference works.

Health Service Marketing Management in Africa (978-0-429-40085-8, K402492)

Shelving Guide: Business & Management / Marketing Management

The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach.

In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book.

This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.

Health Service Marketing Management in Africa (978-0-429-40085-8, K402492)

Shelving Guide: Business & Management / Marketing Management

The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach.

In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book.

This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.

Thsi book focuses on entrepreneurial development and the development of small businesses in Africa. The central idea of this book is that entrepreneurial development and small business development are connected. Entrepreneurship is lauded as an engine of growth (economic development and job creation), with small businesses often contributing to new job creation. Also, entrepreneurship and small business development are the heart of many countries’ economies. The decision to focus on entrepreneurial development and small business development is that first, there is a consensus that most entrepreneurial activities are aimed at creating small new ventures. Second, countries that give special attention to entrepreneurship stand a chance of industrialization. Third, Africa has been reported as having a rich entrepreneurial landscape as the continent’s wealthiest individuals generated their wealth as trailblazing entrepreneurs. Fourth, small-scale entrepreneurs and businesses form the backbone of economic activities across the continent. A motivation to focus on entrepreneurial and small business development is the generally accepted view that start-ups in Africa are growing calling for understanding into how to enhance productivity, efficiencies, and application of new technologies. The book aims to enhance the understanding of stakeholders (business owners, governments, practitioners) to overturn challenges such as inadequate start-up capital, competition, lack of employees with the right skills, and low use of technology. The ability to develop entrepreneurship in Africa, and the role of small-medium enterprises cannot be underestimated. The promotion of entrepreneurship in Africa is crucial as it creates jobs, provides decent livelihoods, and contributes to GDP. Most entrepreneurial initiatives in developing economies entail identifying opportunities and new venture creation. It is worth recognizing that most new ventures created take the form of small businesses and the entrepreneurial processes involve entrepreneurs’ knowledge and skills, identifying opportunities, involvement in setting up a business and managing the business.

The various aspects of this book focus on many entrepreneurial activities that are undertaken on the African continent. This book is focused on African countries since there is a reason to be optimistic about the prospects for growth and entrepreneurship. To achieve entrepreneurial success in African countries, the African Development Bank (2021) proposes that there must be a link between macro and firm-level characteristics that will serve as the mix of entrepreneurship in societies. This book, therefore, considers some macro-level factors such as education, training, and skills development, technological developments, government programs, and entrepreneurial challenges and opportunities. At the firm-level, this book focuses on entrepreneurial initiatives such as branding and marketing.

Thsi book focuses on entrepreneurial development and the development of small businesses in Africa. The central idea of this book is that entrepreneurial development and small business development are connected. Entrepreneurship is lauded as an engine of growth (economic development and job creation), with small businesses often contributing to new job creation. Also, entrepreneurship and small business development are the heart of many countries’ economies. The decision to focus on entrepreneurial development and small business development is that first, there is a consensus that most entrepreneurial activities are aimed at creating small new ventures. Second, countries that give special attention to entrepreneurship stand a chance of industrialization. Third, Africa has been reported as having a rich entrepreneurial landscape as the continent’s wealthiest individuals generated their wealth as trailblazing entrepreneurs. Fourth, small-scale entrepreneurs and businesses form the backbone of economic activities across the continent. A motivation to focus on entrepreneurial and small business development is the generally accepted view that start-ups in Africa are growing calling for understanding into how to enhance productivity, efficiencies, and application of new technologies. The book aims to enhance the understanding of stakeholders (business owners, governments, practitioners) to overturn challenges such as inadequate start-up capital, competition, lack of employees with the right skills, and low use of technology. The ability to develop entrepreneurship in Africa, and the role of small-medium enterprises cannot be underestimated. The promotion of entrepreneurship in Africa is crucial as it creates jobs, provides decent livelihoods, and contributes to GDP. Most entrepreneurial initiatives in developing economies entail identifying opportunities and new venture creation. It is worth recognizing that most new ventures created take the form of small businesses and the entrepreneurial processes involve entrepreneurs’ knowledge and skills, identifying opportunities, involvement in setting up a business and managing the business.

The various aspects of this book focus on many entrepreneurial activities that are undertaken on the African continent. This book is focused on African countries since there is a reason to be optimistic about the prospects for growth and entrepreneurship. To achieve entrepreneurial success in African countries, the African Development Bank (2021) proposes that there must be a link between macro and firm-level characteristics that will serve as the mix of entrepreneurship in societies. This book, therefore, considers some macro-level factors such as education, training, and skills development, technological developments, government programs, and entrepreneurial challenges and opportunities. At the firm-level, this book focuses on entrepreneurial initiatives such as branding and marketing.