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001439906 001__ 1439906
001439906 003__ OCoLC
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001439906 019__ $$a1268206840
001439906 020__ $$a9783030772048$$q(electronic bk.)
001439906 020__ $$a3030772047$$q(electronic bk.)
001439906 020__ $$z9783030772031
001439906 020__ $$z3030772039
001439906 0247_ $$a10.1007/978-3-030-77204-8$$2doi
001439906 035__ $$aSP(OCoLC)1269073254
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001439906 043__ $$af------
001439906 049__ $$aISEA
001439906 050_4 $$aHF5415.1255
001439906 08204 $$a658.827096$$223
001439906 24500 $$aMarketing brands in Africa :$$bperspectives on the evolution of branding in an emerging market /$$cedited by Samuelson Appau.
001439906 264_1 $$aBasingstoke :$$bPalgrave Macmillan,$$c2021.
001439906 300__ $$a1 online resource (xv, 272 pages) :$$billustrations
001439906 336__ $$atext$$btxt$$2rdacontent
001439906 337__ $$acomputer$$bc$$2rdamedia
001439906 338__ $$aonline resource$$bcr$$2rdacarrier
001439906 4901_ $$aPalgrave studies of marketing in emerging economies
001439906 504__ $$aIncludes bibliographical references and index.
001439906 5050_ $$aOn the practice and theory of marketing brands in Africa -- The history and evolution of branding in Africa -- Part I. Practical perspectives. Branding start-ups in Africa : a conversation with Sydney Scott Sam -- Sustainability marketing and African university brands : the case of the University of Ghana -- Marketing oil and gas brands in Africa -- Branding and marketing Nigerian churches on social media -- Political party brand management in Ghana -- Part II. Critical perspectives. A brand named 'Shatta' : self-branding in global enterprise culture -- Using local culture in brand positioning and communication -- Unbranded : the challenges of branding for Africa's informal economy -- Africa is not a country : rebranding and repositioning Africa as a continent.
001439906 506__ $$aAccess limited to authorized users.
001439906 520__ $$aThis contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the last frontier of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the worlds youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands.
001439906 588__ $$aDescription based on print version record.
001439906 650_0 $$aBranding (Marketing)$$zAfrica.
001439906 650_6 $$aStratégie de marque$$zAfrique.
001439906 655_0 $$aElectronic books.
001439906 7001_ $$aAppau, Samuelson,$$eeditor.
001439906 77608 $$iPrint version:$$tMarketing brands in Africa.$$dBasingstoke : Palgrave Macmillan, 2021$$z9783030772031$$w(OCoLC)1263817206
001439906 830_0 $$aPalgrave studies of marketing in emerging economies.
001439906 852__ $$bebk
001439906 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-77204-8$$zOnline Access$$91397441.1
001439906 909CO $$ooai:library.usi.edu:1439906$$pGLOBAL_SET
001439906 980__ $$aBIB
001439906 980__ $$aEBOOK
001439906 982__ $$aEbook
001439906 983__ $$aOnline
001439906 994__ $$a92$$bISE