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.
Table 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.
Emmanuel C. Alozie (Ph.D., University of Southern Mississippi) has worked professionally in public relations, advertising and journalism and has taught mass communication for two decades. His research interests are in development communication, international/cultural journalism, advertising and public relations. A former assistant editor with Democratic Communiqué, Alozie published Cultural Reflections and the Role of Advertising in the Socio-Economic and National Development of Nigeria (2005), and co-edited, Toward the Common Good: Perspectives in International Public Relations (2004). He has published and presented several refereed articles.