Central Bank of Nigeria Library

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The entrepreneur as culture hero : preadaptations in Nigerian economic development /

By: Material type: TextTextPublication details: New York : Praeger, c1980.Description: xiii, 239 pISBN:
  • 0030520969
Subject(s): DDC classification:
  • 330.9'669 BEL
LOC classification:
  • DT513 .B4
Summary: This volume is a case study in ethnomarketing, an account of how the Yoruba of Nigeria adjusted to and transformed themselves in relation to penetration by the world market. It documents the range of Yoruba cultural inventiveness in response to new commodity relations, the “crux of Westernization,” that followed upon the opening of Atlantic commerce. The emphasis, thus, is on changes and continuities in production and consumption arrangements, including ideological processes, stemming from Yoruba participation in overseas commerce.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Monograph & others Monograph & others CBN HQ Library General Stacks Non-fiction 330.9'669 BEL (Browse shelf(Opens below)) Available 31008100137278

"A J. F. Bergin Publishers book."

Includes index.

Includes bibliographical references: p. 207-219.

This volume is a case study in ethnomarketing, an account of how the Yoruba of Nigeria adjusted to and transformed themselves in relation to penetration by the world market. It documents the range of Yoruba cultural inventiveness in response to new commodity relations, the “crux of Westernization,” that followed upon the opening of Atlantic commerce. The emphasis, thus, is on changes and continuities in production and consumption arrangements, including ideological processes, stemming from Yoruba participation in overseas commerce.

lje 19/01/2018

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