Marketing in Developing Countries: Nigerian Advertising in a Global and Technological Economy (Routledge Studies in International Business and the World Economy)

145 Pages·2009·1.06 MB·English

by  Emmanuel C. Alozie

Marketing in
Developing Countries
Routledge Studies in International
Business and the World Economy
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and Egbert Wever Emmanuel C. Alozie

Marketing in
Developing Countries
Nigerian Advertising in a
Global and Technological Economy
Emmanuel C. Alozie
New York London
First published 2009
by Routledge
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Simultaneously published in the UK
by Routledge
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Library of Congress Cataloging-in-Publication Data
Alozie, Emmanuel C.
Marketing in developing countries : Nigerian advertising in a global and technological
economy / by Emmanuel C. Alozie.
p. cm. — (Routledge studies in international business and the world economy)
Includes bibliographical references and index.
1. Advertising—Nigeria. 2. Mass media—Nigeria. 3. Marketing—Nigeria.
4. Advertising—Africa, Sub-Saharan. 5. Marketing—Africa, Sub-Saharan. I. Title.
HF5813.N55A464 2005
658.8009669—dc22
2008027809
ISBN 0-203-88469-8 Master e-book ISBN
ISBN10: 0-7890-0141-1 (hbk)
ISBN10: 0-203-88469-8 (ebk)
ISBN13: 978-0-7890-0141-2 (hbk)
ISBN13: 978-0-203-88469-0 (ebk)
In memory of my father who toiled and sacrifi ced for me
but did not live to reap the fruit of his labor—“SP achieved
the Golden Fleece”. You remain my hero, the loving,
the likable and unassuming man who cared for me and
everyone you came across. To my mother for her continued
prayers and sacrifi ce and bearing the absence of your only
surviving child in your later years. To memories of my late
brothers—Donatus, Polycarp and Kevin—“will you know
me when you see me in heaven?”

Contents
Acknowledgments xi
1 Role of Marketing in Developing Countries 1
2 Stages of Socioeconomic Development in Sub-Saharan Africa 16
3 Nigerian Advertising and Mass Media 24
4 Dynamics of International Relations, Culture, and
Technology in the Era of Global Marketing 33
5 Advertising in the Information Age: Theoretical Perspectives
on Culture and Technology 47
6 The Digital Divide and Status of Sub-Saharan Africa:
Marketing in an Interdependent Global Economy 55
7 Manifestations of Meanings and Cultural Values
in Advertising 82
8 Conclusions and Managerial/Public Policy Implications 106
Appendix: Instrument (Cultural Analysis) 111
References 113
Index 127