Marketing in Developing Countries
Nigerian Advertising in a Global and Technological Economy
Series: Routledge Studies in International Business and the World Economy; 47;
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 6 April 2009
- ISBN 9780789001412
- Binding Hardback
- No. of pages144 pages
- Size 229x152 mm
- Weight 430 g
- Language English
- Illustrations 4 Illustrations, black & white; 4 Halftones, black & white; 4 Tables, black & white 0
Categories
Short description:
Advertising and Emerging Societies in a Technological and Global Economy critically examines the symbols and values conveyed in Nigerian mass media advertising, and provides an illuminating account of the role, relationship, and impact of advertising and information technologies on the development of African societies.
MoreLong description:
No prior studies have examined the role, relationship, and impact of advertising and information technologies on African societies. Critically exploring the dominant cultural values and symbols conveyed in Nigerian mass media advertising, and the impact of this advertising on the socioeconomic development of Nigeria and Sub-Saharan Africa, this volume examines the many facets of the African marketplace. Marketing in Developing Countries: Nigerian Advertising in a Global and Technological Economy will aid current and potential investors and businesses in interpreting the cultural, socioeconomic, and technological evolution underway in this emerging economy, assist in their understanding of the challenges as well as opportunities they may encounter in this region, and encourage the creation of culturally sensitive advertising messages – that may ultimately support rather than distort Nigeria’s economic development.
MoreTable of Contents:
List of Figures. Abbreviations. Acknowledgments. 1. Role Of Marketing In Developing Countries. 2. Stages Of Socioeconomic Development In Sub-Sarharan Africa. 3. Nigerian Advertising And Mass Media. 4. Dynamics Of International Relations, Culture And Technology In The Era Of Global Marketing. 5. Advertising In The Information Age: Theoretical Perspectives On Culture And Technology. 6. The Digital Divide And Status Of Sub-Saharan Africa: Marketing In An Interdependent Global Economy. 7. Manifestations Of Meanings And Cultural Values In Advertising. 8. Conclusions And Managerial/Public Policy Implications. Appendix. Instrument (Cultural Analysis). References. Index.
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