Description: Marketing Communications and Brand Development in Emerging Markets : Insights for a Changing World, Hardcover by Adeola, Ogechi (EDT); Hinson, Robert E. (EDT); Sakthivel, A. M. (EDT), ISBN 303095580X, ISBN-13 9783030955809, Brand New, Free shipping in the US Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.
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Book Title: Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World
Number of Pages: Xix, 312 Pages
Language: English
Publisher: Springer International Publishing A&G
Publication Year: 2022
Topic: Marketing / General, Globalization, E-Commerce / Internet Marketing, Commerce
Illustrator: Yes
Genre: Business & Economics
Item Weight: 19.8 Oz
Item Length: 8.3 in
Author: Robert E. Hinson
Item Width: 5.8 in
Book Series: Palgrave Studies of Marketing in Emerging Economies Ser.
Format: Hardcover
