Samuelson Appau - Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market
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- Book:Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market
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- Year:2021
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With the worlds 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.
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This book series focuses on contemporary themes in marketing and marketing management research in emerging markets and developing economies. Books in the series cover the BRICS (Brazil, Russia, India, China and South Africa), MINT (Mexico, Indonesia, Nigeria and Turkey), CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey, and South Africa); EAGLE economies (those which are expected to lead growth in the next ten years, such as Brazil, China, India, Indonesia, South Korea, Mexico, Russia, Taiwan, and Turkey) and all other African countries (classified under developing countries), taking into consideration the demographic, socio-cultural and macro-economic factors influencing consumer choices in these markets. The series synthesizes key subject areas in marketing, discuss marketing issues, processes, procedures and strategies across communities, regions and continents, and also the way digital innovation is changing the business landscape in emerging economies.
Palgrave Studies of Marketing in Emerging Economies presents a unique opportunity to examine and discuss marketing strategy and its implications in emerging economies, thereby filling a gap in current marketing literature.
All chapter submissions to the series will undergo a double blind peer review and all book proposals will undergo a single blind peer review.
More information about this series at http://www.palgrave.com/gp/series/16591
This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
For Bridget. Always.
has a Ph.D. in Marketing from the University of Melbourne. He is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. Samuelsons 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. Prior to joining academia, Samuelson worked in market research and brand consulting for Kantar in West Africa, advising clients such as Barclays, Nestl, Unilever and Etisalat.
is a Ph.D. candidate at Swinburne University of Technology, Australia. Her doctoral research investigates Australians use of Facebook and its role in influencing health messaging and communications. She is particularly interested in the way online users navigate the changing affordances of a platform to communicate key messages about childhood vaccination. Damilola holds a masters degree in Communication and Media Studies from Monash University in Australia. She is passionate about social media platforms and its widespread use in the society.
is a Professor of Marketing and Consumption Studies at the Ghana Institute of Management and Public Administration (GIMPA). His works have appeared in some of the most prestigious journals in consumer culture. He serves on the editorial review boards of several quality journals and is a sought-after global speaker on African consumption and development.
is a Senior Lecturer in Marketing at Western Sydney University. He is an Experienced Academic and Researcher with more than 20 years experience in various disciplines primarily in marketing, entrepreneurship and innovation. Tendais research interests are in the areas of design thinking, marketing to the base of the pyramid, social entrepreneurship, small business enterprises and he has been a pioneer researcher in the area of marketing to the middle class in Africa. He has conducted research and consulting in these areas and has published in international publication outlets. Tendai is a Fellow of the Chartered Institute of Marketing and advises diaspora business councils and other agencies on issues relating to doing business in Africa.
holds a Ph.D. from London Metropolitan University and lectures at Central University, Ghana, where he is the alternate to the Head of Marketing Department. He formerly worked as Education Welfare Officer at the London Borough of Hackney, Lecturer at North London University and Senior Consultant at Ernst & Young Ghana. His research interests include services marketing, integrated marketing communications and branding.
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