Branding and positioning in base of the pyramid markets in Africa: innovative approaches
"Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous firms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition of base of the pyramid (BoP)...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Schriftenreihe: | Routledge studies in marketing
Routledge studies in marketing |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous firms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition 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 brand strategies that can be adopted in BoP markets as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture and religion for developing and building competitive advantage, the book explores in detail how South Africa and Ghana leverage country branding. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent"-- |
| Beschreibung: | 1 online resource (152 pages) |
| ISBN: | 1351038060 9781351038041 1351038044 9781351038058 1351038052 9781351038034 1351038036 9781351038065 |
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Datensatz im Suchindex
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| author | Blankson, Charles Coffie, Stanley |
| author_facet | Blankson, Charles Coffie, Stanley |
| author_role | aut aut |
| author_sort | Blankson, Charles |
| author_variant | c b cb s c sc |
| building | Verbundindex |
| bvnumber | BV047014571 |
| collection | ZDB-7-TFC |
| ctrlnum | (ZDB-7-TFC)1351038060 (DE-599)BVBBV047014571 |
| dewey-full | 658.8008624096 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8008624096 |
| dewey-search | 658.8008624096 |
| dewey-sort | 3658.8008624096 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV047014571 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:15Z |
| indexdate | 2024-07-10T09:00:10Z |
| institution | BVB |
| isbn | 1351038060 9781351038041 1351038044 9781351038058 1351038052 9781351038034 1351038036 9781351038065 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032422108 |
| open_access_boolean | |
| physical | 1 online resource (152 pages) |
| psigel | ZDB-7-TFC |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Routledge |
| record_format | marc |
| series2 | Routledge studies in marketing |
| spelling | Blankson, Charles Verfasser aut Branding and positioning in base of the pyramid markets in Africa innovative approaches Charles Blankson and Stanley Coffie Abingdon, Oxon Routledge 2020 © 2020 1 online resource (152 pages) txt rdacontent c rdamedia cr rdacarrier Routledge studies in marketing "Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous firms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad definition 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 brand strategies that can be adopted in BoP markets as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture and religion for developing and building competitive advantage, the book explores in detail how South Africa and Ghana leverage country branding. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent"-- Marketing / Africa / Management Low-income consumers / Africa Coffie, Stanley aut https://www.taylorfrancis.com/books/9781351038065 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Blankson, Charles Coffie, Stanley Branding and positioning in base of the pyramid markets in Africa innovative approaches Marketing / Africa / Management Low-income consumers / Africa |
| title | Branding and positioning in base of the pyramid markets in Africa innovative approaches |
| title_auth | Branding and positioning in base of the pyramid markets in Africa innovative approaches |
| title_exact_search | Branding and positioning in base of the pyramid markets in Africa innovative approaches |
| title_exact_search_txtP | Branding and positioning in base of the pyramid markets in Africa innovative approaches |
| title_full | Branding and positioning in base of the pyramid markets in Africa innovative approaches Charles Blankson and Stanley Coffie |
| title_fullStr | Branding and positioning in base of the pyramid markets in Africa innovative approaches Charles Blankson and Stanley Coffie |
| title_full_unstemmed | Branding and positioning in base of the pyramid markets in Africa innovative approaches Charles Blankson and Stanley Coffie |
| title_short | Branding and positioning in base of the pyramid markets in Africa |
| title_sort | branding and positioning in base of the pyramid markets in africa innovative approaches |
| title_sub | innovative approaches |
| topic | Marketing / Africa / Management Low-income consumers / Africa |
| topic_facet | Marketing / Africa / Management Low-income consumers / Africa |
| url | https://www.taylorfrancis.com/books/9781351038065 |
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