Marketing communications and brand development in emerging economies. Volume I, Contemporary and future perspectives / Ogechi Adeola, Robert E. Hinson, A.M. Sakkthivel, editors.
Adeola, Ogechi.; Hinson, Robert (Robert Ebo); Sakkthivel, A. M.
2022
HF5415.1255
Available Online

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Title
Marketing communications and brand development in emerging economies. Volume I, Contemporary and future perspectives / Ogechi Adeola, Robert E. Hinson, A.M. Sakkthivel, editors.
ISBN
9783030886783 (electronic bk.)
3030886786 (electronic bk.)
9783030886776
3030886778
9783030955816 (PDF ebook)
3030955818
9783030955809 (hbk.)
DOI
https://doi.org/10.1007/978-3-030-88678-3
Publication Details
Cham, Switzerland : Palgrave Macmillan, 2022.
Language
English
Description
1 online resource (322 pages)
Item Number
10.1007/978-3-030-88678-3 doi
Call Number
HF5415.1255
Dewey Decimal Classification
658.827
Summary
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.
Note
Includes index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Added Author
Adeola, Ogechi.
Hinson, Robert (Robert Ebo)
Sakkthivel, A. M.
Series
Palgrave studies of marketing in emerging economies.
Available in Other Form
Marketing Communications and Brand Development in Emerging Economies Volume I.
Marketing communications and brand development in emerging economies. Volume 1, Contemporary and future perspectives
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
1. 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.

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