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.