Contemporary Marketing Practices in Africa, Volume 1: Technological and Strategic Perspectives
暫譯: 非洲當代行銷實務，第一卷：技術與策略觀點
Gbadamosi, Ayantunji, Blankson, Charles, Sigué, Simon P.
- 出版商: Palgrave MacMillan
- 出版日期: 2026-07-22
- 售價: $8,190
- 貴賓價: 9.5 折 $7,780
- 語言: 英文
- 頁數: 317
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3032271258
- ISBN-13: 9783032271259
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
相關主題
商品描述
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.
商品描述(中文翻譯)
《當代非洲行銷實務：技術與策略視角》是為了表彰Kofi Q. Dadzie教授對非洲商業與發展學術的持久貢獻，以及他在提升研究能力和增強非洲學術全球能見度方面的領導地位而出版的兩卷系列中的第一卷。
這第一卷提供了一個根植於背景的檢視，探討數位技術、消費者行為的演變以及策略決策如何重塑非洲市場的行銷實務和理論，以創造和傳遞顧客價值。它擺脫了傳統的以西方為中心的行銷方法，並借鑒了來自非洲及國際領先學者的貢獻，呈現出多學科的見解，針對大陸的制度複雜性、文化多樣性和不均衡的技術採用進行探討，為讀者準備了在第二卷中所涉及的倫理與可持續性辯論。
這一卷將吸引學者、研究生、實務工作者和政策制定者，幫助他們深入理解非洲背景下消費者行為的演變、行銷策略的轉變以及技術驅動的行銷轉型。
作者簡介
Ayantunji Gbadamosi is Associate Professor of Marketing and Chair of the Ethics Committee at the Royal Docks School of Business and Law, University of East London, UK. He previously led research and knowledge exchange in the school. He is President of the Academy of African Business and Development and Visiting Professor at the University of Fort Hare, South Africa. His research spans consumer behaviour, SME marketing, communications, and marketing to children.
Charles Blankson is Professor of Marketing and Chair of the Department of Marketing at the G. Brint Ryan College of Business, University of North Texas, USA.
Simon P. Sigué is Interim Dean of the Faculty of Graduate Studies, Athabasca University, Canada, and Visiting Professor of Marketing at the Wits Business School of Sciences, South Africa. He is the author of several books and articles published in leading marketing journals.
作者簡介(中文翻譯)
Ayantunji Gbadamosi 是英國東倫敦大學皇家碼頭商學院的行銷副教授及倫理委員會主席。他曾在該學院負責研究和知識交流。他是非洲商業與發展學會的會長，並且是南非福特海爾大學的客座教授。他的研究範圍包括消費者行為、中小企業行銷、溝通以及針對兒童的行銷。
Charles Blankson 是美國北德克薩斯大學G. Brint Ryan商學院的行銷教授及行銷系主任。
Simon P. Sigué 是加拿大阿薩巴斯大學研究生院的臨時院長，並且是南非威茨商學院的行銷客座教授。他是多本書籍和文章的作者，這些作品發表在領先的行銷期刊上。
