Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘la

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications

This book highlights the development of retail marketing in developing economies and presents this sector as a major area of growth and business opportunity. Wi

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, universi