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The Villager: How Africans Consume Brands
When Feyi Olubodun, CEO of one of West Africa’s leading creative agencies, witnessed one too many cases of brands failing in the African marketplace he began to ask himself questions: Why did brands, both global and local, so often fail to connect with the African consumer? And, what was it about the African market that brand owners were not seeing?
He began to reflect on his own marketing experiences and out of this emerged the framework for The Villager. In Feyi’s view, the African consumer begins his life’s journey by moving from the village, his rural dwelling, to the city, carrying with him not only his own dreams but also the dreams of his community. He is a highly aspirational consumer, motivated to succeed, and he becomes the economic portal for the rest of his community back home. But although he may be exposed to global influences and technology, his essential identity remains largely intact. This is why Feyi calls the African consumer a Villager. The Village is no longer a physical space; it is a psychological construct that defines him and the filter through which he engages with and consumes brands.
In developing his construct, Feyi posits that if you wish to engage successfully in a market you may not understand, you must have the right lenses to view a people. He believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer. Data is not enough to understand the vagaries of a particular market. Drawing on his wide experience and wealth of astute observations, he provides a highly readable and indispensable guide to the mindset of the African consumer today, yet it is true to say that his insights apply, albeit in a more nuanced way, to consumer behaviour across the globe.
₵165.00 -
The General Part of Criminal Law: A Ghanaian Casebook Volume 1 (Criminal Law Series)
The General Part of Criminal Law: A Ghanaian Casebook Volume 1 (Criminal Law Series)
₵350.00 -
The GIMPA Story: Transforming a Public Service Training School into a Self-Financing University of Leadership, Management, and Administration in Ghana
Driven by the passion of his vision agenda for the cause of his appointment as Director-General of the Ghana Institute of Management and Public Administration, GIMPA, from 1st January 2000 to December 2008, Stephen Adei (now Professor Emeritus), the first Rector of GIMPA, set out to do the seemingly impossible in the rough terrain of a predominantly patrimonial and static Ghanaian society.
With the encouragement of his first Council and despite fierce resistance to his vision and tenure from intransigent and powerful forces from within the Institute, a section of the media and political bigwigs, Stephen championed his vision cause with the unalloyed support of a loyal few from GIMPA, and importantly, with the support of his dear wife, and friend, Mrs. Georgina Adei, his steadfast faith in the Lord Jesus, the Bible-centered values and principles.
From January 2000 to December 2008, Stephen with his team chalked an enviable vision of success in transforming a public service training institution into a self-financing public university and a centre of excellence in leadership, management, and administration in Ghana.
In this revealing book, he evokes memories of that hard road to vision success, imparts valuable leadership lessons, and, importantly, shares this experience as “a testimony of what the Lord Jesus Christ…can do with His feeble servants.”
₵250.00 -
The Law on Family Relations in Ghana
The Law on Family Relations in Ghana
₵500.00 -
The Annotated Criminal Procedure Code and Juvenile Justice Act of Ghana (Act 30)
The Annotated Criminal Procedure Code and Juvenile Justice Act of Ghana (Act 30)
₵350.00