Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches (Routledge Studies in Marketing) - Softcover

Blankson, Charles; Coffie, Stanley

Softcover

ISBN 10: 0367777533 ISBN 13: 9780367777531

Verlag: Routledge, 2021

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Dr Charles Blankson (Ph.D. Kingston University, UK) is Professor of Marketing

in the Department of Marketing, Logistics and Operations Management, G. Brint

Ryan College of Business, University of North Texas, Denton, Texas, United

States. Dr. Blankson's research interests include marketing strategy - positioning

and brand management, advertising, industrial marketing, micro and small

business marketing, and international/multicultural marketing. He co-edited

The Routledge Companion to Contemporary Brand Management . Dr. Blankson is a

visiting professor of marketing at the University of Ghana Business School and

the Ghana Institute of Management and Public Administration (GIMPA).

Dr Stanley Coffie is Senior Lecturer in Marketing at the Ghana Institute

of Management and Public Administration (GIMPA). Dr Coffi e previously

lectured at Birkbeck College, University of London where he obtained his Ph.D.

His research interests include marketing strategy in emerging and developing

economies, strategic positioning, and the relationship between positioning

and branding, as well as services marketing. His recent publications include a

contribution to The Routledge Companion to Contemporary Brand Management .

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2021
• Sprache: Englisch
• ISBN 10: 0367777533
• ISBN 13: 9780367777531
• Einband: Taschenbuch
• Anzahl der Seiten: 160
• Kontakt zum Hersteller: BOOKS etc..; cs@booksetc.co.uk; ; BOOKS etc.; Aldershot; Vereinigtes Königreich
• Verantwortliche Person: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Deutschland