Téléchargez le livre : Marketing Brands in Africa

Marketing Brands in Africa

Perspectives on the Evolution of Branding in an Emerging Market de

Éditeur :

Palgrave Macmillan


Collection :

Palgrave Studies of Marketing in Emerging Economies

Paru le : 2021-09-11

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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 thetheory 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. 
 
Pages
272 pages
Collection
Palgrave Studies of Marketing in Emerging Economies
Parution
2021-09-11
Marque
Palgrave Macmillan
EAN papier
9783030772031
EAN PDF
9783030772048
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
27
Taille du fichier
5765 Ko
Prix
193,59 €
EAN EPUB
9783030772048
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
27
Taille du fichier
1812 Ko
Prix
193,59 €

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