Overview
- Offers insights on specific industries including the oil and gas industry, tourism, and higher education
- Examines the historical evolution of branding as a business practice in Africa
- Discusses how global/local/glocal conditions affect the practice of brands in Africa
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (11 chapters)
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Practical Perspectives
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Critical Perspectives
Keywords
About this book
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.
Editors and Affiliations
About the editor
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.
Bibliographic Information
Book Title: Marketing Brands in Africa
Book Subtitle: Perspectives on the Evolution of Branding in an Emerging Market
Editors: Samuelson Appau
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-030-77204-8
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-77203-1Published: 12 September 2021
Softcover ISBN: 978-3-030-77206-2Published: 13 September 2022
eBook ISBN: 978-3-030-77204-8Published: 11 September 2021
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XV, 272
Number of Illustrations: 1 b/w illustrations, 5 illustrations in colour
Topics: Marketing, Emerging Markets/Globalization, African Business