@article{1446600,
      note = {Includes index.},
      author = {Adeola, Ogechi. and Hinson, Robert and Sakkthivel, A. M.},
      url = {http://library.usi.edu/record/1446600},
      title = {Marketing communications and brand development in emerging  economies., Volume I,: Contemporary and future perspectives  /},
      publisher = {Palgrave Macmillan,},
      abstract = {Advances in technology and changes in consumer buying  patterns have forced businesses in emerging economies to  alter traditional marketing strategies to incorporate  contemporary ideologies that will drive customer  satisfaction, meet societal expectations, and boost  business performance for competitive advantage. Businesses  striving to deal with the complexity of these challenges  are seeking ways to create value for consumers and  stakeholders, communicate the benefits of their offerings,  and position their brands in a way that yields the greatest  impact. The first of this two-volume book provides insights  into nation branding, destination marketing, brand  avoidance, sports marketing communications, sponsorship,  health and lifestyle branding, digital marketing, and  integrated marketing communications, and also offers  futuristic perspectives on neuromarketing, artificial  intelligence, and virtual reality. Volume II focuses on the  influences of the Covid-19 pandemic, social responsibility,  and emerging technologies on marketing communications and  brand development in a changing world. Businesses in  emerging economies will find well-sourced guidelines for  marketing communications and brand development in the two  volumes. Ogechi Adeola is Associate Professor of Marketing  at the Lagos Business School, Nigeria. Robert E. Hinson is  Professor and Deputy Vice Chancellor (Academic) at the  University of Kigali, Rwanda. A M Sakthivel is a Professor  of Marketing at Skyline University College, UAE.},
      doi = {https://doi.org/10.1007/978-3-030-88678-3},
      recid = {1446600},
      pages = {1 online resource (322 pages)},
      address = {Cham, Switzerland :},
      year = {2022},
}