Branding and Positioning in Base of the Pyramid Markets in Africa - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Branding and Positioning in Base of the Pyramid Markets in Africa write by Charles Blankson. This book was released on 2019-09-10. Branding and Positioning in Base of the Pyramid Markets in Africa available in PDF, EPUB and Kindle. 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.
Branding and Positioning in Base of the Pyramid Markets in Africa
Branding and Positioning in Base of the Pyramid Markets in Africa - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Branding and Positioning in Base of the Pyramid Markets in Africa write by Charles Blankson. This book was released on 2019-09-10. Branding and Positioning in Base of the Pyramid Markets in Africa available in PDF, EPUB and Kindle. 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.
Marketing Brands in Africa
Marketing Brands in Africa - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Brands in Africa write by Samuelson Appau. This book was released on 2021-09-11. Marketing Brands in Africa available in PDF, EPUB and Kindle. 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.
Marketing Communications in Emerging Economies, Volume II
Marketing Communications in Emerging Economies, Volume II - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Communications in Emerging Economies, Volume II write by Thomas Anning-Dorson. This book was released on 2022-01-01. Marketing Communications in Emerging Economies, Volume II available in PDF, EPUB and Kindle. Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Contemporary Retail Marketing in Emerging Economies
Contemporary Retail Marketing in Emerging Economies - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Contemporary Retail Marketing in Emerging Economies write by David Eshun Yawson. This book was released on 2022-10-11. Contemporary Retail Marketing in Emerging Economies available in PDF, EPUB and Kindle. This book highlights the development of retail marketing in developing economies and presents this sector as a major area of growth and business opportunity. With a special focus on supermarket chains, the authors show that the advancement of technology and infrastructure means that there are now increased electronic capabilities for data collection, giving retailers more opportunities to pursue micro and macro-marketing strategies. The authors explain the evolution of this new era of marketing and the associated impact on all stakeholders, especially consumers. Taking the example of Ghana, which is considered a leader among African nations in the use of loyalty cards, the authors are able to set a benchmark for other emerging countries, especially those that are experiencing similar trends. The book is a valuable resource for students, researchers and foreign companies wishing to expand their knowledge of the marketing strategies employed by emerging economies in Sub-Saharan Africa.
