Summary
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets. Thomas Anning-Dorson (PhD) works with the Wits Business School, University of the Witwatersrand, Johannesburg, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, and a fellow at McGill University, Canada, on the QES Program.. Robert Ebo Hinson (PhD) is a Professor and Head of Department of Marketing and Entrepreneurship at the University of Ghana Business School. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia and serves as the Director of Institutional Research at the D'Youville College, New York. Henry has published several articles in reputable journals such as the International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing. Albert Anani-Bossman (PhD) is a Lecturer at the faculty of Public relations, Advertising and Marketing at the Ghana Institute of Journalism. He is also a communication specialist with over 15 years⁰́₉ experience in the field of communication. Dr. Anani-Bossman is a young academician who has published a number of articles in reputable journals. Meenakshi Gujral (PhD) is the Director, PyroQ Technovision (Metamorphose Learning through Innovation) and a visiting faculty at Amedkar University, Amity University. Over 15 years of experience in research and academics, in both national and international Universities - Delhi University, Amity University, University of Witwatersrand, Regenesys, etc & also with agencies like the World Bank, Ministry of Health & family Welfare, Govt. of India, NCERT (National Council of Educational & Research Training), to name few.. Ayca Can Kirgiz (PhD) is an Associate Professor in different universities, including Istanbul Kent University, teaching Marketing, Brand Management, Sales Management and Integrated Marketing Communications. She has been working academically since 2005, and also serving the industry since 2012.. She is the author of ⁰́₋Green Marketing: A Case Study of the Sub-Industry in Turkey (Palgrave Macmillan).
Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies
Chapter 2 Customer Value and Marketing Communications
Chapter 3 Cultural Values and Marketing Communications in Emerging Markets
Chapter 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets
Chapter 5 Analysing the influence of public relations in the integrated marketing communication process
Chapter 6 The Antecedents and Consequences of Brand Hate: A Review Of Current Literature
Chapter 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies - Isaac Coffie & Robert Hinson
Chapter 8 Visual Pollution through Excessive Outdoor Advertisements
Chapter 9 Radio Advertising and Bank Customers⁰́₉ Purchase Intention: Evidence from an Emerging Economy
Chapter 10 Technology and the Changing Communications Environment
Chapter 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies. .
