Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market

Samuelson Appau

Informasi Umum

Kode

21.21.2875

Klasifikasi

658.827 - Use of brands and trademarks, Business names, Producer and distributor brands

Jenis

Buku - Elektronik (E-Book)

Subjek

Brand

No. Rak

Dilihat

134 kali

Informasi Lainnya

Abstraksi

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.