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.
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.
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 .
Inhaltsangabe
1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states - South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.
1. Introduction 2. Positioning strategies for branding services in BoPM. 3: Marketing mix strategies for service brands in BoPM in Africa. 4. Positioning strategies and positioning activities of upscale retailers in BoPM in Africa. 5. Social networks and relationships for positioning micro and small businesses in Africa. 6. Branding nation states - South Africa and Ghana 7. Corporate reputation, brand crisis, and customer loyalty in BoPM and developed economies. 8: Conclusion.
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