Palgrave Studies of Marketing in Emerging Economies

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.

Contemporary Marketing Practices in Africa: Ethical and Sustainability Perspectives is the second 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 second volume brings together leading scholars to examine through empirical, conceptual, and multidisciplinary perspectives the ethical and sustainability imperatives that increasingly shape customer value and define responsible marketing in Africa. Several issues are covered, including ethical compliance in market‑oriented strategies, consumer perceptions of online behavioral advertising, responsible technology use, sustainable consumption, public information systems, sustainable material management, strategic sustainability marketing, crisis‑driven business resilience, and transformative arts‑based approaches to consumer inclusion. This volume complements and deepens the strategic and technological insights provided in Volume 1, providing readers with a holistic understanding of contemporary marketing in Africa.

This volume is designed for practitioners, policymakers, and scholars who seek actionable perspectives on ethical responsibility and environmental stewardship within African marketing contexts.