TY  - GEN
AB  - 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.
AU  - Adeola, Ogechi.
AU  - Hinson, Robert
AU  - Sakkthivel, A. M.
CN  - HF5415.1255
CY  - Cham, Switzerland :
DA  - 2022.
DO  - 10.1007/978-3-030-88678-3
DO  - doi
ID  - 1446600
KW  - Branding (Marketing)
KW  - Communication in marketing
LK  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-88678-3
N1  - Includes index.
N2  - 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.
PB  - Palgrave Macmillan,
PP  - Cham, Switzerland :
PY  - 2022.
SN  - 9783030886783
SN  - 3030886786
SN  - 9783030955816
SN  - 3030955818
T1  - Marketing communications and brand development in emerging economies.
TI  - Marketing communications and brand development in emerging economies.
UR  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-88678-3
ER  -