Ogechi Adeola

"This book is a map for brand managers in today's fast-changing theatre of marketing communications." --Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana "This book covers contemporary topics in marketing along with relevant examples and theoretical lenses." --Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India "The coverage of chapters from different parts of the world makes this book a truly global one." --Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes. Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda. A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.

Contemporary and Future Perspectives

Marketing Communications and Brand Development in Emerging Economies Volume I

This book describes the political, social, and economic connections between gender and the Covid-19 pandemic. The authors offer innovative ideas for recovery that will build a more prosperous, healthy, equitable, and sustainable future for African women and girls, targets identified under Goal 5 (Gender Equality and Women’s Empowerment) of the United Nations’ Sustainable Development Goals slated to be achieved by 2030. Within this context, authors identify issues related to the protection of women and girls from poverty, hunger, and gender-based violence; improved healthcare and healthcare workforce experiences; girl-child education; financial inclusion; and entrepreneurship opportunities for women in fintech, tourism, and information, communication and technology (ICT). The book concludes with a discussion of economic empowerment for women that focuses on normalising the ‘un-normal’ outcome of the pandemic. The book will be of value to policymakers, non-profit organisations, practitioners, and scholars who understand the importance of gender equality and women empowerment in the African continent.

Towards Sustainable Development

Gendered Perspectives on Covid-19 Recovery in Africa

Robert Hinson

Nnamdi Oguji

Richard Owusu

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

How to Understand and Succeed in Business Marketing in an Emerging Africa

Business-To-Business Marketing

Robert E. Hinson

Jude N. Edeh

This edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency. Through social media, businesses are increasingly reaching and engaging their customers in several ways and so enterprises in Africa must harness the opportunities in the digital space if they want to remain competitive, earn profit, and meet their customers’ needs. Accordingly, this book looks at how digital technologies are helping shape the financial, educational, and advertising sectors in Africa. As digital technologies raise challenges, the chapters that follow will discuss ethical and social practical frameworks to effective digital business in Africa. This volume promises to fore both theoretical underpinnings, and practical implementations of digital technologies in the African business context.

Social Media and Related Technologies

Digital Business in Africa

This edited volume assesses the progress that sub-Saharan African countries have made towards gender equality and offers strategies that can be used to empower African women to contribute to the fulfilment of the United Nations’ (UN) 2030 sustainable development goals (SDGs). The contributing authors consider the goals identified during the 1995 United Nations World Conference on Women and the 2015 UN World Conference on Sustainable Development in New York—including no poverty, healthy life, quality education, gender equality, peace and justice, reduced inequalities, and decent work and economic growth—and document the advances made on these goals, with a special emphasis on African women’s experiences. They provide innovative ideas for accelerating achievement of the SDGs and address challenges and opportunities in tourism, business, politics, entrepreneurship, academia, financial inclusion, and the digital gender divide. This book will be of value to policymakers, non-profit organisations focused on gender equality and sustainable development, and academics and scholars who teach and study gender-related issues in the African continent.

Ogechi Adeola

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