In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice. Marketing in Africa covers the key aspects of marketing in non-traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.