This book provides a practical overview of organizational and country branding and positioning activities in Africa. It takes a broad definition of the concept of BoP marketing including not only goods and services, but also business to business marketing, corporate branding, and country branding. The book serves as a concise guide to the specific nature of branding and positioning in Africa and how organisations and countries can brand and position their products and services for competitive advantage. Students, researchers, practitioners and policy makers will find it an invaluable resource.
Publisher: Taylor & Francis Ltd
Number of pages: 108
Dimensions: 235 x 159 mm