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Author: Samuelson Appau
Publisher: Springer Nature
ISBN: 3030772047
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.
Author: Samuelson Appau
Publisher: Springer Nature
ISBN: 3030772047
Category : Business & Economics
Languages : en
Pages : 276
Get Book
Book Description
This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.
Author: Charles Blankson
Publisher: Routledge
ISBN: 1351038044
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business marketing, corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.
Author: Emmanuel Mogaji
Publisher: Routledge
ISBN: 1000027880
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.
Author: George Tesar
Publisher: Routledge
ISBN: 1135096198
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa. By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken. The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.
Author: Anne W. Njathi
Publisher: Taylor & Francis
ISBN: 1040039545
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. Despite the increase in usage and adoption of the internet in Africa, there is limited information about digital marketing trends on the continent. This book is among the first to present an edited collection of chapters on digital and influencer marketing authored by many who are either from or have close ties to Africa. This book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent. With this in mind, the contributors seek to interrogate digital marketing trends in two stages: the status of digital marketing on the African continent, including cases from Nigeria, Egypt, Uganda and Kenya, and an analysis of the rise of influencer marketing, including cases from Nigeria and Uganda. This book will explore factors driving the increase in digital media platforms in Africa as well as an analysis of the implications of the growth in digital marketing, using various theoretical and methodological underpinnings to probe trends. Digital Public Relations and Marketing Communication Trends in Africa provides significant implications for marketing scholars and researchers and will be relevant to those looking to understand the opportunities and challenges ahead.
Author: Acha Leke
Publisher: Harvard Business Press
ISBN: 1633694410
Category : Business & Economics
Languages : en
Pages : 249
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Book Description
The Definitive Guide to Doing Business in Africa For global and Africa-based companies looking to access new growth markets, Africa offers exciting opportunities to build large, profitable businesses. Its population is young, fast-growing, and increasingly urbanized--while rapid technology adoption makes the continent a fertile arena for innovation. But Africa's business environment remains poorly understood; it's known to many executives in the West only by its reputation for complexity, conflict, and corruption. Africa's Business Revolution provides the inside story on business in Africa and its future growth prospects and helps executives understand and seize the opportunities for building profitable, sustainable enterprises. From senior leaders in McKinsey's African offices and a leading executive on the continent, this book draws on in-depth proprietary research by the McKinsey Global Institute as well as McKinsey's extensive experience advising corporate and government leaders across Africa. Brimming with company case studies and exclusive interviews with some of Africa's most prominent executives, this book comes to life with the vibrant stories of those who have navigated the many twists and turns on the road to building successful businesses on the continent. Combining an unrivalled fact base with expert advice on shaping and executing an Africa growth strategy, this book is required reading for global business executives looking to expand their existing operations in Africa--and for those seeking a road map to access this vast, untapped market for the first time.
Author: Richard Afriyie Owusu
Publisher: CRC Press
ISBN: 0429535414
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
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.
Author: Muyiwa Kayode
Publisher: AuthorHouse
ISBN: 1463434278
Category : Business & Economics
Languages : en
Pages : 125
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Book Description
Building brands in emerging markets is akin to navigating a minefield. One misstep and the entire enterprise may blow up in your face with your brand consigned to the grave yard of marketing casualties! How is branding in an emerging economy different from the same exercise in a mature economy? What are the peculiar challenges brand managers face when they find themselves in socially complex and rapidly changing emerging markets? The Seven Dimensions of Branding articulates the fundamental elements of the branding process, with specific reference to Africas largest emerging market, Nigeria. Drawing on the authors more than two decades of helping local and international brands, the book gives you an insight into the peculiar challenges of creating and building successful brands in Africa and explains why global brands are not emerging from this vibrant continent. The Seven Dimensions shows how the universal principles of branding may be successfully applied in emerging economies.
Author: Charles Blankson
Publisher: Routledge
ISBN: 1351038052
Category : Business & Economics
Languages : en
Pages : 152
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Book Description
Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business marketing, corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.
Author: Prof. Ogechi Adeola
Publisher: Pan-Atlantic University Press
ISBN: 9785991024
Category : Biography & Autobiography
Languages : en
Pages : 81
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Book Description
15th Inaugural Lecture of the Pan-Atlantic University delivered on Sept 1, 2023, by Professor Ogechi Adeola LL.B (Nigeria), B.L. (Nigeria), MBA (Manchester), DBA (Manchester), Professor of Marketing. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria
