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Branding and Positioning in Base of Pyramid Markets in Africa : Innovative Approaches. アフリカのBOP市場における ブランディングとポジショニング
・ISBN 978-1-138-48933-2 2019 hard GB£ 171.99
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・ISBN 978-0-367-77753-1 2021 paper GB£ 48.99
￥15,519.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-351-03806-5
| 著者・編者 | Blankson, Charles / Coffie, S., |
|---|---|
| シリーズ | Routledge Focus on Business and Management |
| 出版社 | (Routledge, UK) |
| ページ数 | 152 pp. |
| 言語 | ENG |
| ニュース番号 | ＜652-1037 652-P2269＞ |
解説
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.