Charles Blankson – författare
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7 produkter
7 produkter
Branding and Positioning in Base of the Pyramid Markets in Africa
Innovative Approaches
Häftad, Engelska, 2021
672 kr
Skickas inom 10-15 vardagar
Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of country branding and positioning activitiesin 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, aswell as marketing mix strategies appropriate for much of the continent. Takinginto account the role of social networks, culture, and religion, the book exploresavenues for developing and building competitive advantage, and how Africancountries can leverage country branding as part of the development process.The book is ideal for researchers, educators and advanced students ininternational marketing, management, and brand strategy who are interested inthe unique branding characteristics of the African continent.
3 472 kr
Skickas inom 10-15 vardagar
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
856 kr
Skickas inom 10-15 vardagar
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Branding and Positioning in Base of the Pyramid Markets in Africa
Innovative Approaches
Inbunden, Engelska, 2019
2 200 kr
Skickas inom 10-15 vardagar
Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of country branding and positioning activitiesin 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, aswell as marketing mix strategies appropriate for much of the continent. Takinginto account the role of social networks, culture, and religion, the book exploresavenues for developing and building competitive advantage, and how Africancountries can leverage country branding as part of the development process.The book is ideal for researchers, educators and advanced students ininternational marketing, management, and brand strategy who are interested inthe unique branding characteristics of the African continent.
330 kr
Skickas inom 5-8 vardagar
Contemporary Marketing Practices in Africa , Volume 1
Technological and Strategic Perspectives
Inbunden, Engelska, 2026
2 725 kr
Kommande
Contemporary Marketing Practices in Africa: Technological and Strategic Perspectives is the first volume in a series of two published to honor Professor Kofi Q. Dadzie’s enduring contributions to African business and development scholarship and his leadership in advancing research capacity and elevating global visibility of African scholarship.This first volume offers a context‑rooted examination of how digital technologies, evolving consumer behaviour, and strategic decision‑making are reshaping marketing practice and theories across African markets to create and deliver customer value. Departing from traditional Western‑centric marketing approaches and drawing on contributions from leading African and international scholars, it presents multidisciplinary insights that address the continent’s institutional complexity, cultural diversity, and uneven technological adoption, preparing readers for the ethical and sustainability debates addressed in Volume 2.This volume will appeal to scholars, graduate students, practitioners, and policymakers seeking a grounded understanding of evolving consumer behaviour, shifting marketing strategies, and technology‑driven marketing transformation in African contexts.
Contemporary Marketing Practices in Africa , Volume 2
Ethical and Sustainability Perspectives
Inbunden, Engelska, 2026
2 725 kr
Kommande
Contemporary Marketing Practices in Africa: Ethical and Sustainability Perspectives is the second volume in a series of two published to honor Professor Kofi Q. Dadzie’s enduring contributions to African business and development scholarship and his leadership in advancing research capacity and elevating global visibility of African scholarship. This second volume brings together leading scholars to examine through empirical, conceptual, and multidisciplinary perspectives the ethical and sustainability imperatives that increasingly shape customer value and define responsible marketing in Africa. Several issues are covered, including ethical compliance in market‑oriented strategies, consumer perceptions of online behavioral advertising, responsible technology use, sustainable consumption, public information systems, sustainable material management, strategic sustainability marketing, crisis‑driven business resilience, and transformative arts‑based approaches to consumer inclusion. This volume complements and deepens the strategic and technological insights provided in Volume 1, providing readers with a holistic understanding of contemporary marketing in Africa.This volume is designed for practitioners, policymakers, and scholars who seek actionable perspectives on ethical responsibility and environmental stewardship within African marketing contexts.