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  • BRANDING AND POSITIONING IN BASE OF THE PYRAMID MARKETS IN AFRICA
    ebook
    BRANDING AND POSITIONING IN BASE OF THE PYRAMID MARKETS IN AFRICA
    CHARLES BLANKSON / STANLEY COFFIE
    Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business m...

    $1,180.00

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