Contemporary Marketing Practices in Africa , Volume 2

Ethical and Sustainability Perspectives

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.

Autor: Ayantunji Gbadamosi

Verlag:

Springer International Publishing

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Veröffentlichung:	11.10.2026
Art des Mediums	Digital
Reihe	Business and Management
Reihe	Palgrave Studies of Marketing in Emerging Economies
ISBN-13	978-3-032-27134-1

Über den Autor

Ayantunji Gbadamosi is Associate Professor of Marketing and Chair of the Ethics Committee at the Royal Docks School of Business and Law, University of East London, UK. He previously led research and knowledge exchange in the school. He is President of the Academy of African Business and Development and Visiting Professor at the University of Fort Hare, South Africa. His research spans consumer behaviour, SME marketing, communications, and marketing to children.

Charles Blankson is Professor of Marketing and Chair of the Department of Marketing at the G. Brint Ryan College of Business, University of North Texas, USA.

Simon P. Sigué is Interim Dean of the Faculty of Graduate Studies, Athabasca University, Canada, and Visiting Professor of Marketing at the Wits Business School of Sciences, South Africa. He is the author of several books and articles published in leading marketing journals.