Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives (Palgrave Studies of Marketing in Emerging Economies) - Image 1

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MACMILLAN Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives (Palgrave Studies of Marketing in Emerging Economies)

Name: Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives (Palgrave Studies of Marketing in Emerging Economies)
Brand: MACMILLAN
Price: 144.99 GBP
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Economic Policy & Development

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Description

Contemporary Marketing Practices in Africa: Technological and Strategic Perspectives is the first volume in a series of two published to honor Professor Kofi Q. Dadzie’s enduring contributions to African business and development scholarship and his leadership in advancing research capacity and elevating global visibility of African scholarship. This first volume offers a context‑rooted examination of how digital technologies, evolving consumer behaviour, and strategic decision‑making are reshaping marketing practice and theories across African markets to create and deliver customer value. Departing from traditional Western‑centric marketing approaches and drawing on contributions from leading African and international scholars, it presents multidisciplinary insights that address the continent’s institutional complexity, cultural diversity, and uneven technological adoption, preparing readers for the ethical and sustainability debates addressed in Volume 2. This volume will appeal to scholars, graduate students, practitioners, and policymakers seeking a grounded understanding of evolving consumer behaviour, shifting marketing strategies, and technology‑driven marketing transformation in African contexts.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 3032271258
Category: Books > Subjects > Business, Finance & Law > Economics > Economic Policy & Development
Domain: Amazon UK
Release Date: 22 July 2026
Listed Since: 11 April 2026

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MACMILLAN Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives (Palgrave Studies of Marketing in Emerging Economies)

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MACMILLAN Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives (Palgrave Studies of Marketing in Emerging Economies)

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