Branding and Positioning in Base of the Pyramid Markets in Africa (PDF)
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.
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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.
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 .
- Autoren: Charles Blankson , Stanley Coffie
- 2019, 1. Auflage, 160 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1351038052
- ISBN-13: 9781351038058
- Erscheinungsdatum: 10.09.2019
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- Größe: 0.96 MB
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