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.
Ch 1: Grounding Technological and Strategic Perspectives in African Marketing Practices.- Ch 2: Digital Inclusion and Its Impact on Reaching Rural African Consumers.- Ch 3: Tech for Good: The Future of Sustainable Marketing.- Ch 4: Service Dominant Logic and the Technology Acceptance Model: A New Frontier for the Adoption of Clean Cooking Practices.- Ch 5: Crisis-Driven: Crisis-Driven Consumer Behaviour: Navigating Purchasing Patterns and Marketing Implications during the Covid-19 Crisis.- Ch 6: Democracy and Elections as Political Brands in an Emerging African Economy: A Micro, Meso, and Macro-Social Marketing Perspective.- Ch 7: Decolonizing Consumer Research: A Neocolonial and Critical Social Theory Examination of Marginalized African Communities.- Ch 8: Market Orientation, New Product Development, and Organizational Performance in Ghana s Fashion Industry.- Ch 9: Brand Positioning Strategy in a Cross-National Environment: The Case of the USA and Ghana.- Ch 10: Founders marketing activities in the international market opportunity recognition. A study of Ghanaian micro women entrepreneurs.- Ch 11: The Intersection of Indigenous Culture and Youth Marketing in Africa.
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.
