Branding and positioning in base of the pyramid markets in africa: innovative approaches
Auteur :
Blankson, Charles / Coffie, Stanley
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138489332
Date de publication :
12 sept. 2019
Dimensions :
23,4 x 15,6 cm
Poids :
376 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.