語系:
繁體中文
English
說明(常見問題)
登入
回首頁
切換:
標籤
|
MARC模式
|
ISBD
Marketing Brands in Africa = Perspec...
~
SpringerLink (Online service)
Marketing Brands in Africa = Perspectives on the Evolution of Branding in an Emerging Market /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Marketing Brands in Africa/ edited by Samuelson Appau.
其他題名:
Perspectives on the Evolution of Branding in an Emerging Market /
其他作者:
Appau, Samuelson.
面頁冊數:
XV, 272 p. 6 illus., 5 illus. in color.online resource. :
Contained By:
Springer Nature eBook
標題:
African Business. -
電子資源:
https://doi.org/10.1007/978-3-030-77204-8
ISBN:
9783030772048
Marketing Brands in Africa = Perspectives on the Evolution of Branding in an Emerging Market /
Marketing Brands in Africa
Perspectives on the Evolution of Branding in an Emerging Market /[electronic resource] :edited by Samuelson Appau. - 1st ed. 2021. - XV, 272 p. 6 illus., 5 illus. in color.online resource. - Palgrave Studies of Marketing in Emerging Economies,2730-5562. - Palgrave Studies of Marketing in Emerging Economies,.
Chapter 1. Marketing Brands in Africa: An Introduction -- Chapter 2. Branding Start-ups in Africa -- Chapter 3. In Dangerous Waters: Building an Oil and Gas Brand in Africa -- Chapter 4. Branding and Marketing Religious Organizations in Africa -- Chapter 5. Visit Africa: Place Branding in Africa -- Chapter 6. University Brand Marketing: A Website Analysis of Leading Universities in Africa -- Chapter 7. Marketing Brands to Rural Consumers in Africa -- Chapter 8. Mapping the Positioning of Political Brands in Ghana -- Chapter 9. Before Coca Cola: The History and Evolution of Branding in Africa -- Chapter 10. Using Local Culture in Brand Positioning and Communication -- Chapter 11. Unbranded: The Challenges of Branding for Africa’s Informal Economy -- Chapter 12. Brand Africa: The Paradox of Africa’s Image in Global Marketing Discourse -- Chapter 13. Branding Betwixt and Between the Local and Global.
This 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 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 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. .
ISBN: 9783030772048
Standard No.: 10.1007/978-3-030-77204-8doiSubjects--Topical Terms:
1141053
African Business.
LC Class. No.: HF5410-5417.5
Dewey Class. No.: 658.8
Marketing Brands in Africa = Perspectives on the Evolution of Branding in an Emerging Market /
LDR
:04188nam a22004215i 4500
001
1048894
003
DE-He213
005
20210911100601.0
007
cr nn 008mamaa
008
220103s2021 sz | s |||| 0|eng d
020
$a
9783030772048
$9
978-3-030-77204-8
024
7
$a
10.1007/978-3-030-77204-8
$2
doi
035
$a
978-3-030-77204-8
050
4
$a
HF5410-5417.5
072
7
$a
KJS
$2
bicssc
072
7
$a
BUS043000
$2
bisacsh
072
7
$a
KJS
$2
thema
072
7
$a
KJSM
$2
thema
082
0 4
$a
658.8
$2
23
245
1 0
$a
Marketing Brands in Africa
$h
[electronic resource] :
$b
Perspectives on the Evolution of Branding in an Emerging Market /
$c
edited by Samuelson Appau.
250
$a
1st ed. 2021.
264
1
$a
Cham :
$b
Springer International Publishing :
$b
Imprint: Palgrave Macmillan,
$c
2021.
300
$a
XV, 272 p. 6 illus., 5 illus. in color.
$b
online resource.
336
$a
text
$b
txt
$2
rdacontent
337
$a
computer
$b
c
$2
rdamedia
338
$a
online resource
$b
cr
$2
rdacarrier
347
$a
text file
$b
PDF
$2
rda
490
1
$a
Palgrave Studies of Marketing in Emerging Economies,
$x
2730-5562
505
0
$a
Chapter 1. Marketing Brands in Africa: An Introduction -- Chapter 2. Branding Start-ups in Africa -- Chapter 3. In Dangerous Waters: Building an Oil and Gas Brand in Africa -- Chapter 4. Branding and Marketing Religious Organizations in Africa -- Chapter 5. Visit Africa: Place Branding in Africa -- Chapter 6. University Brand Marketing: A Website Analysis of Leading Universities in Africa -- Chapter 7. Marketing Brands to Rural Consumers in Africa -- Chapter 8. Mapping the Positioning of Political Brands in Ghana -- Chapter 9. Before Coca Cola: The History and Evolution of Branding in Africa -- Chapter 10. Using Local Culture in Brand Positioning and Communication -- Chapter 11. Unbranded: The Challenges of Branding for Africa’s Informal Economy -- Chapter 12. Brand Africa: The Paradox of Africa’s Image in Global Marketing Discourse -- Chapter 13. Branding Betwixt and Between the Local and Global.
520
$a
This 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 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 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. .
650
2 4
$a
African Business.
$3
1141053
650
2 4
$a
Emerging Markets/Globalization.
$3
881676
650
0
$a
Africa—Economic conditions.
$3
1279443
650
0
$a
International business enterprises.
$3
557082
650
0
$a
Markets.
$3
575391
650
0
$a
Globalization.
$3
554884
650
0
$a
Marketing.
$3
557931
700
1
$a
Appau, Samuelson.
$e
editor.
$4
edt
$4
http://id.loc.gov/vocabulary/relators/edt
$3
1319039
710
2
$a
SpringerLink (Online service)
$3
593884
773
0
$t
Springer Nature eBook
776
0 8
$i
Printed edition:
$z
9783030772031
776
0 8
$i
Printed edition:
$z
9783030772055
776
0 8
$i
Printed edition:
$z
9783030772062
830
0
$a
Palgrave Studies of Marketing in Emerging Economies,
$x
2730-5562
$3
1350059
856
4 0
$u
https://doi.org/10.1007/978-3-030-77204-8
912
$a
ZDB-2-BUM
912
$a
ZDB-2-SXBM
950
$a
Business and Management (SpringerNature-41169)
950
$a
Business and Management (R0) (SpringerNature-43719)
筆 0 讀者評論
多媒體
評論
新增評論
分享你的心得
Export
取書館別
處理中
...
變更密碼[密碼必須為2種組合(英文和數字)及長度為10碼以上]
登入