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Marketing in Developing Nations: Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East book cover

1st Edition

Marketing in Developing Nations Contemporary Developments, Cases and Problems in Africa, Asia and the Middle East

Edited By Ayodele C. Oniku Copyright 2025
140 Pages 21 B/W Illustrations
by Routledge

140 Pages 21 B/W Illustrations
by Routledge

140 Pages 21 B/W Illustrations
by Routledge
Also available as eBook on:
The developing markets of Africa, Asia and the Middle East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources and market expansion, with rising interests from the EU, United States and multi-national corporations in the region. It is therefore imperative for the academic and global business communities to have an accurate... Read more

PART I: Product

 

1. Product Stigmatisation and Product Exaggeration: The Twin Dilemmas of African Consumers 

Ayodele C. Oniku

 

2. Know Your Mate: The Psychographic Side of Beer Consumption in Nigeria

Ayodele Oniku; Elatuyi, Tola & Otayemi, Oluwaseun.

 

3.One-Stop-Shop, A New Marketing Strategy in Recreational Business in Jos, Plateau State: A Case Study of Vei-So-Nshi Bar

 Kennedy O. Nwagwu; Robbinson A. Bananda; Cornelius N. Wukari.

 

PART II: Consumer Behaviour/Young Consumer Behaviour

 

4. Condom Use and Acceptance: A Case of Nigeria Society

Ayodele C. Oniku

 

5. Sustainable Shopping Mall Visit: The Case Study of Young Saudi Shoppers

Zaimurin B. Dahari; Arif Syah Jauhari; Mohammad A.A. Mutalib; Rachid Moustaquim ; Ibrahim A.A. AlZahrani; Saheed A. Gbadegeshin

 

6. Storytelling: Coke and the Alpha Generation’s Demand Behaviours

Ayodele C. Oniku ; Olamide Akintimehin

 

PART III: International Marketing

 

7. International Marketing-Shaping: The Case Study of Indoor Hygiene Solutions in Saudi Arabia

Ibrahim A.A. AlZahrani; Saheed A. Gbadegeshin; Zainurin B. Dahari; Rachid Moustaquim .

 

8. Going Global – A Qualitative Analysis of Nigerian Cuisine Beyond the “Jollof Rice” Rivalry

Nnamdi O Madichie

 

PART IV: Entrepreneurship Marketing

 

9. Entrepreneurial Marketing Strategies: The Case of Ghanian Artisans in Suame Magazine Atsu Nkukpornu; Etse Nkukpornu; Kwame Adom

 

10. Skyville Company Ltd: A Case of Emerging Product in an Emerging Economy

Ayodele C. Oniku; Owolabi Kuye.

 

PART V: Political Marketing

 

11. Does Celebrity Endorsement Influence Voters’ Choice of a Political Party? Ghanian Political Marketing Perspectives

Atsu Nkukpornu; Etse Nkukpornu: Kwame Adom.

 

12. Gida-Gida Movement: The New Dimension of Personal Selling in Political Campaign

 Robinson A. Bananda; Kennedy O. Nwagwu; Cornelius N. Wukari.

 

Index

 

 

 

Biography

Ayodele C. Oniku is an associate professor in the Department of Business Administration (marketing unit) at the University of Lagos, Nigeria.

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