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» English » Economia Diritto e Lavoro » Management
Charles Blankson - Stanley Coffie pubblicato da Taylor & Francis
Brand management to sustain corporate reputation and customer loyalty is
essential for both multinationals and indigenous fi rms in Africa. This book
provides a practical overview of country branding and positioning activities
in Africa, based on a broad defi nition 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 branding 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, the book explores
avenues for developing and building competitive advantage, and how African
countries can leverage country branding as part of the development process.
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.
Generi Economia Diritto e Lavoro » Management » Competizione economica » Studi generali » Marketing, PubblicitĂ e Vendite » Marketing e vendite » Economia » Economia, altri titoli » Economia del lavoro, occupazione e disoccupazione » Economia, commercio e finanza internazionale , Politica e SocietĂ » Problemi e Processi sociali » Consumismo » Ideologie e Teorie politiche » Ideologie politiche
Editore Taylor & Francis
Formato Ebook con Adobe DRM
Pubblicato 10/09/2019
Lingua Inglese
EAN-13 9781351038041 9781351038041
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