Marketing and Society: Contemporary African Perspectives

Marketing and Society

Sonny Nwankwo, University of East London, UK
Allam Ahmed, University of Sussex, UK

ISBN 978-1-907106-09-5 (Print) 978-1-907106-08-8 (ebook)
ISSN 2042-602X (Print) 2042-6038 (ebook)

This edited book on Marketing and Society in contemporary African contexts offers both introspections and retrospections on the role of marketing in shaping African identities within their indigenous African contexts. It treats marketing systems as social systems – each system possessing its own unique identity boasting both temporal and spatial characteristics and in which no particular epistemology prevails as an exclusive account of knowledge. The book puts together, for the first time, original and cutting-edge contributions aimed at illuminating and charting new directions for researching, teaching and understanding of this subject matter.

Call for chapters:
Marketing and Society: Contemporary African Perspectives – Second Edition
Deadline for Abstract Submission: 15 January 2016

In order to assess the suitability of any submission for any book in the Series, authors are required to submit an abstract (100–150 words maximum) which concisely and clearly outlines the purpose, methodology, findings, contribution, limitation as well as practical implications (if applicable) of the chapter. Please consult the Guidelines for Chapters Preparation before submitting your abstract/chapter.

Manuscripts, in the first instance, should be forwarded no later than 15th January 2016 to Professors Sonny Nwankwo and Allam Ahmed ().

Aims and scope
The overarching aim of this book is to provide, as much as possible, a comprehensive synthesis of the dynamic interface between marketing and society in contemporary African settings. It is intended to provide a treatment of marketing’s role as “society’s provisioning technology” (Shapiro, 2005).

More specifically, the objectives of this text are as follows:
  • to explore marketing (both as a commercial activity and as an intellectual pursuit) within the context of Africa in ways that capture the different myths and realities of the discipline in the contexts of diverse cultural environments;
  • to shed light on the fundamental African socio-cultural characteristics and historical settings of marketing and the implications not only in assessing marketing programmes but also in capturing the temporal, spatial and other contexts of marketing behaviour which have not been adequately accommodated in the available literature;
  • to unveil concepts that can illuminate current marketing institutions and practices in Africa in a macro perspective, thereby enriching and cultivating the basis for the subject as it evolves into new eras and domain;
  • to provide the basis for understanding how the nuts and bolts of marketing thought and practice may be applied to African contexts;
  • to promote an understanding of the various context-specific relationships which exist in marketing situations in Africa and recognise their importance to the way in which marketing activities/strategies are designed
  • to consider the important constraints on marketing activities in Africa and the way in which organisations should respond to their potential impacts;
  • to enable a better understanding of contemporary marketing situations in Africa through the application of relevant and where necessary new marketing theories and models.
  • to promote an understanding of the various context-specific relationships which exist in marketing situations in Africa and recognise their importance to the way in which marketing activities are designed.
Content and organization

The book is divided into three sections – organised around four parameters which essentially reflect the marketing effort in Africa. The divisions are intended to allow for both ease of comprehension as well as reflection.

Section 1 (Marketing and the African Environment) concentrates on the historical, institutional and process issues which embed marketing in Africa. These impact upon theory development and/or re-conceptualisations, allowing for a systemic overview of marketing practices and strategies based upon institutional analysis of marketing systems as social systems.

Section 2 (The Role of Relationships) examines the nature of interrelationships with respect to a range of players that contribute to market dynamics. This will clearly concern consumers as well as suppliers, distributors, employees, the wider public and society at large. Understanding how relationships are formed and maintained should enable a more efficient allocation of resources; market opportunities and constraints may also stem from an analysis of market relationships.

Section 3 (Context and Strategy) explores the context-specific dimensions of the relationship between marketing and society in Africa. The context in which organisations operate is fundamental to the way in which marketing operations are instituted. The nature of the industry, market or organisation may well set certain boundaries within which marketing strategies have to be developed. As the domain of marketing has expanded, certain general approaches as to how various societal characteristics influence marketing behaviour have to be established. Investigating the contextual issues will provide a better focus for creating a relevant set of marketing activities in African situation(s).

Suggested topics

Section 1: Marketing and the African Environment
1. Institutional analysis of marketing (theory and practice)
2. Macro-marketing environments, causal textures, government policies
3. Historiography of marketing, contextual discourses of the development of marketing thought, Market-driven transformations, re-conceptualisation and measures of market orientation
4. Marketing’s role in Sustainable consumption and issues around sustainable development

Section 2: The Role of Relationships in the African Setting
5. Marketing metaphors in transition economies
6. Globalisation and cultural movements in consumption
7. Marketing and economic development
8. Export entrepreneurship, international trade and trade relationships
9. Marketing and entrepreneurship
10. Social issues shaping marketing practice; Social marketing in relation to health poverty alleviation
11. Consumer movement; consumerism, greenism and environmentalism
12. Culture and ethnicity
13. Marketing issues in relation to the Diaspora, challenges in transitional economies

Section 3: Contexts and Strategies for Marketing in Africa
14. Marketplace regulation, consumer protection, marketplace integrity measurements and welfares
15. The Role of Corporate Social Responsibility in managing the nexus between Marketing and Society in African contexts
16. Spirituality – marketing and religion
17. Marketing – science and technology trajectories
18. The Ethics of marketing in Africa
19. Marketing’s contribution to quality of life and economic well-being (e.g. freedom of choice in consumption, delivery of standard of living, mass market efficiencies, infrastructure development, international development, social/psychological benefits of marketing
20. Sector-specific marketing and society issues (e.g. agriculture, banking and finance, education, ICT, knowledge management, etc)
21. Marketing tactics (marketing mix variables – applications and impacts).

Pedagogical Features:
In keeping with the high standards of books that also serve as texts for student and research audiences this text intends to overcome many of the weaknesses that are ascribable to many texts such as being densely conceptual. These weaknesses have often made them unsuitable for class-room usage at both undergraduate and post graduate levels. This text therefore intends to subscribe to the following pedagogical considerations:

  • Consistency in structure content and general flow will be managed by editors working very closely with contributors to ensure.
  • Each chapter contribution will consist of clearly specified aims/learning objectives, properly defined terms and concepts, illustrations that are of real-life/short cases, relevant end of chapter review questions, useful further readings, etc.
  • The edited text will as a consequence have a clearer positioning and be more market oriented in terms of the targeted audience needs.