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The Political Economy of Oil 36. Big Business and Economic and Gas in Africa Development The Case of Nigeria Conglomerates and Economic Soala Ariweriokuma Groups in Developing Countries and Transition Economies 46. Successfully Doing Business/ under Globalisation Marketing in Eastern Europe Edited by Alex E. Fernández Jilberto Edited by V.H. Kirpalani, Lechoslaw and Barbara Hogenboom Garbarski, and Eredener Kaynak 37. International Business 47. Marketing in Developing Geography Countries Case Studies of Corporate Firms Nigerian Advertising in a Global Edited by Piet Pellenbarg and Technological Economy 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 270 Madison Ave, New York, NY 10016 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business This edition published in the Taylor & Francis e-Library, 2009. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk. © 2009 Taylor & Francis All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereaf- ter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trade- marks, and are used only for identification and explanation without intent to infringe. 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
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