Contemporary Marketing Practices in Africa, Volume 2

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.