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Branding and Positioning in Base of the Pyramid Markets in Africa: Innovative Approaches
Paperback
Series: Routledge Studies in Marketing
ISBN13: 9780367777531
Publisher: Routledge
Published: Apr 1 2021
Pages: 152
Weight: 0.52
Height: 0.35 Width: 6.14 Depth: 9.21
Language: English
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.
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