The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the region. It is therefore imperative for the academic and global business communities to have an accurate picture of the peculiarities of marketing practices, developments and consumer experiences in these developing markets.
This book presents contemporary cases across Africa, Asia and the Middle East to aid the global understanding of both market and consumer behaviours across the regions and equally provide robust knowledge to approach the markets with strategic responses. A unique characteristic of the African economy and the other regional markets like Middle East and Asia is that they might have one global business outlook for non-citizens and non-residents, but the internal structure and market behaviours quite reveal that they are different and diverse in terms of culture, socialisation, religion, technology assimilation, economic capacity etc., which invariably affect market behaviours, buying decisions and consumer behavioural patterns and decisions in each market.
This edited collection will bring together a comprehensive assembly of cases considering these diverse characteristics to provide foresight for marketing strategy, policy and decision-making. Marketing in Developing Nations will aid researchers and upper-level students looking to further understand the specifics of marketing in these regions while also offering real-life examples to stimulate further research and insight for global business.
Edited by:
Ayodele C. Oniku (University of Lagos Nigeria)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions:
Height: 234mm,
Width: 156mm,
Weight: 420g
ISBN: 9781032578347
ISBN 10: 1032578343
Series: Routledge Studies in Marketing
Pages: 122
Publication Date: 03 October 2024
Audience:
College/higher education
,
Primary
Format: Hardback
Publisher's Status: Active
PART I: Product 1. Product Stigmatisation and Product Exaggeration: The Twin Dilemmas of African Consumers 2. Know Your Mate: The Psychographic Side of Beer Consumption in Nigerian3.One-Stop-Shop, A New Marketing Strategy in Recreational Business in Jos, Plateau State: A Case Study of Vei-So-Nshi Bar PART II: Consumer Behaviour/Young Consumer Behaviour 4. Condom Use and Acceptance: A Case of Nigeria Society 5. Sustainable Shopping Mall Visit: The Case Study of Young Saudi Shoppers 6. Storytelling: Coke and the Alpha Generation’s Demand Behaviours PART III: International Marketing 7. International Marketing-Shaping: The Case Study of Indoor Hygiene Solutions in Saudi Arabia 8. Going Global – A Qualitative Analysis of Nigerian Cuisine Beyond the “Jollof Rice” Rivalry PART IV: Entrepreneurship Marketing 9. Entrepreneurial Marketing Strategies: The Case of Ghanian Artisans in Suame Magazine 10. Skyville Company Ltd: A Case of Emerging Product in an Emerging Economy PART V: Political Marketing 11. Does Celebrity Endorsement Influence Voters’ Choice of a Political Party? Ghanian Political Marketing Perspectives 12. Gida-Gida Movement: The New Dimension of Personal Selling in Political Campaign Index
Ayodele C. Oniku is an associate professor in the Department of Business Administration (marketing unit) at the University of Lagos, Nigeria.
