Contemporary Marketing Practices in Africa , Volume 1

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.