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Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches (Routledge Studies in Marketing) - Hardcover

Buch 6 von 60: Routledge Studies in Marketing

Blankson, Charles (University Of North Texas, USA); Coffie, Stanley

 
9781138489332: Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches (Routledge Studies in Marketing)
Hardcover
ISBN 10: 1138489336 ISBN 13: 9781138489332
Verlag: Taylor & Francis Ltd, 2019

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

Dr Charles Blankson

(Ph.D. Kingston University, UK) is Professor of Marketing

in the Department of Marketing, Logistics and Operations Management, G. Brint

Ryan College of Business, University of North Texas, Denton, Texas, United

States. Dr. Blankson’s research interests include marketing strategy – positioning

and brand management, advertising, industrial marketing, micro and small

business marketing, and international/multicultural marketing. He co-edited

The Routledge Companion to Contemporary Brand Management

. Dr. Blankson is a

visiting professor of marketing at the University of Ghana Business School and

the Ghana Institute of Management and Public Administration (GIMPA).

Dr Stanley Coffie

is Senior Lecturer in Marketing at the Ghana Institute

of Management and Public Administration (GIMPA). Dr Coffi e previously

lectured at Birkbeck College, University of London where he obtained his Ph.D.

His research interests include marketing strategy in emerging and developing

economies, strategic positioning, and the relationship between positioning

and branding, as well as services marketing. His recent publications include a

contribution to The Routledge Companion to Contemporary Brand Management .

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Taylor & Francis Ltd
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
1138489336
ISBN 13 
9781138489332
Einband
Gebundene Ausgabe
Anzahl der Seiten
152
Kontakt zum Hersteller
Routledge
https://www.routledge-ny.com/

Stockst?dter Str. 20
Gro?ostheim
Bayern
Deutschland

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9780367777531: Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches (Routledge Studies in Marketing)

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ISBN 10:  0367777533 ISBN 13:  9780367777531
Verlag: Routledge, 2021
Softcover