Join our mailing list
Get exclusive deals and learn about new products!
Skip to product information
Palgrave Studies of Marketing in Emerging Economies: Perspectives on the Evolution of Branding in an Emerging Market
Sale price
$179.99
Regular price
$199.99
Reliable shipping
Flexible returns
Palgrave Studies of Marketing in Emerging Economies: Perspectives on the Evolution of Branding in an Emerging Market
Appau, Samuelson
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.
Details
Published by: Palgrave Macmillan
Publication Date: 2022-09-13
Format: Paperback
ISBN-13: 9783030772062
DOI: 10.1007/978-3-030-77204-8
Dimensions: 210cm x148cm
Pages: 272