001446600 000__ 04971cam\a2200625\a\4500
001446600 001__ 1446600
001446600 003__ OCoLC
001446600 005__ 20230310004008.0
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001446600 008__ 220510s2022\\\\sz\\\\\\o\\\\\001\0\eng\d
001446600 019__ $$a1314855302$$a1314893086
001446600 020__ $$a9783030886783$$q(electronic bk.)
001446600 020__ $$a3030886786$$q(electronic bk.)
001446600 020__ $$z9783030886776
001446600 020__ $$z3030886778
001446600 020__ $$a9783030955816$$q(PDF ebook)
001446600 020__ $$a3030955818
001446600 020__ $$z9783030955809 (hbk.)
001446600 0247_ $$a10.1007/978-3-030-88678-3$$2doi
001446600 035__ $$aSP(OCoLC)1315641827
001446600 040__ $$aEBLCP$$beng$$epn$$cEBLCP$$dGW5XE$$dYDX$$dUKMGB$$dOCLCF$$dCQ$$$dOCLCQ$$dUKAHL$$dOCLCQ
001446600 043__ $$ad------
001446600 049__ $$aISEA
001446600 050_4 $$aHF5415.1255
001446600 08204 $$a658.827$$223/eng/20220511
001446600 24500 $$aMarketing communications and brand development in emerging economies.$$nVolume I,$$pContemporary and future perspectives /$$cOgechi Adeola, Robert E. Hinson, A.M. Sakkthivel, editors.
001446600 24630 $$aContemporary and future perspectives
001446600 260__ $$aCham, Switzerland :$$bPalgrave Macmillan,$$c2022.
001446600 300__ $$a1 online resource (322 pages)
001446600 336__ $$atext$$btxt$$2rdacontent
001446600 336__ $$astill image$$bsti$$2rdacontent
001446600 337__ $$acomputer$$bc$$2rdamedia
001446600 338__ $$aonline resource$$bcr$$2rdacarrier
001446600 4901_ $$aPalgrave studies of marketing in emerging economies
001446600 500__ $$aIncludes index.
001446600 5050_ $$a1. Marketing Communications and Brand Development -- An Introduction -- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN -- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE -- 4. Bank Brand Avoidance -- Perspectives from Nigeria and Ghana -- 5. Sponsorship: Practices and Benefits in Emerging Markets -- 6. Sports Communications in South American: The Case of the Soccer World Cup -- 7. Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands -- 8. Health and Lifestyle Branding -- 9. Personal Branding -- 10. Neuromarketing: The Role of the Executive Function in Consumer Behaviour -- 11. The Future of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing -- 12. Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Enterprising Markets.
001446600 506__ $$aAccess limited to authorized users.
001446600 520__ $$aAdvances 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.
001446600 588__ $$aDescription based on print version record.
001446600 650_0 $$aBranding (Marketing)$$zDeveloping countries.
001446600 650_0 $$aCommunication in marketing$$zDeveloping countries.
001446600 655_0 $$aElectronic books.
001446600 7001_ $$aAdeola, Ogechi.
001446600 7001_ $$aHinson, Robert$$q(Robert Ebo)
001446600 7001_ $$aSakkthivel, A. M.
001446600 77608 $$iPrint version:$$aAdeola, Ogechi.$$tMarketing Communications and Brand Development in Emerging Economies Volume I.$$dCham : Springer International Publishing AG, ©2022$$z9783030886776
001446600 77608 $$iPrint version:$$tMarketing communications and brand development in emerging economies. Volume 1, Contemporary and future perspectives$$z9783030886776$$w(OCoLC)1295107371
001446600 830_0 $$aPalgrave studies of marketing in emerging economies.
001446600 852__ $$bebk
001446600 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-88678-3$$zOnline Access$$91397441.1
001446600 909CO $$ooai:library.usi.edu:1446600$$pGLOBAL_SET
001446600 980__ $$aBIB
001446600 980__ $$aEBOOK
001446600 982__ $$aEbook
001446600 983__ $$aOnline
001446600 994__ $$a92$$bISE