Research, Leadership 

Integral Marketing: Enhancing Livelihoods is centred on application of humane values to develop useful and affordable products that are exchanged in a fair, responsible and sustainable manner for the benefit of the firm and enhancing livelihoods and wellbeing of customers.In a well-researched and articulated approach, Dr Nyambayo shows how innovation involving the enterprise and community can result in useful products that improve people’s livelihoods and quality of life.This inspiring book shows how an integral approach to relational marketing that is underpinned by a purposeful infusion of indigenous values (in our case “Hunhu”/Ubuntu) and exogenous technologies (in this case mobile telephones) may be the antidote for ensuring sustained socio economic regeneration that rides on the unmet needs of marginalized rural communities and the exogenous mobile enterprise seeking to survive and prosper. In turbulent and complex business environment we are able to see the benefits of forging a symbiotic relationship between community and enterprise as both are driven by the burning desire to ensure survival, cohesion and prosperity.In order to fully adopt integral marketing firms are called upon to adjust their business models in terms of profit margin and return on investment expectation in order to serve disadvantaged and marginalised communities.The book draws experiences from the mobile phone industry where appropriate knowledge sharing and financial inclusion have led to improved agriculture yields and incomes of small holder rural farmers. The increased incomes have improved the quality of people's lives and also enabled them to consume more mobile phone products and services. A symbiotic relationship that is sustainable is being established.Integral Marketing is also about harnessing market knowledge from key stakeholders such as customers , suppliers and service providers for the development of new products and services that are value laden and beneficial to consumers. The book systematically blends theory and practice, exogenous and indigenous, old and new to improve society. - from Amzon