Marketing communications and brand development in emerging markets. Volume II, Insights for a changing world / Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel, editors.
Adeola, Ogechi, editor.; Hinson, Robert (Robert Ebo), editor.; Sakkthivel, A. M. editor.
2022
HF5415.1255
Available Online

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Title
Marketing communications and brand development in emerging markets. Volume II, Insights for a changing world / Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel, editors.
ISBN
9783030955816 (electronic bk.)
3030955818 (electronic bk.)
9783030955809 (print)
303095580X
DOI
https://doi.org/10.1007/978-3-030-95581-6
Published
Cham, Switzerland : Palgrave Macmillan, 2022.
Language
English
Description
1 online resource (xix, 312 pages) : illustrations.
Item Number
10.1007/978-3-030-95581-6 doi
Call Number
HF5415.1255
Dewey Decimal Classification
658.8/27
Summary
This book provides critical insights into marketing communications and brand development in a business landscape transformed by an evolving digital environment, increasing industrialisation with associated environmental hazards, and the global Covid-19 pandemic. Organisations that strategically align with these realities are positioned to communicate their offerings effectively. Volume I of the book explored contemporary issues in marketing communications and brand development, offering a futuristic perspective. Volume II responds to these changing market dynamics by focusing on three themes: Marketing Communications and Technology, Covid-19, and Corporate Social Responsibility (CSR) and Sustainability Practices. Technology offers organisations an avenue for adaptive marketing communications that effectively align their goals with consumers' needs and expectations. Covid-19 continues to pose significant social and economic challenges to product and service distribution and brand development strategies. CSR and sustainability initiatives are needed to reassure public confidence in corporate efforts to fight environmental hazards. Contributors to Volume II offer researchers and practitioners contemporary marketing communications and brand development strategies needed to prepare for the challenges posed by a continuously changing world.
Note
Includes index.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed June 6, 2022).
Added Author
Adeola, Ogechi, editor.
Hinson, Robert (Robert Ebo), editor.
Sakkthivel, A. M. editor.
Series
Palgrave studies of marketing in emerging economies, 2730-5562
Available in Other Form
Print version: 9783030955809
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
1. Marketing Communications and Brand Development in A Changing World : Introduction, Issues and Perspectives
2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy
3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector
4. #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy
5. Marketing Communcations During a Pandemic: Perspective from a Developing Country
6. Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa
7. Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria
8. Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates
9. Corporate Social Responsibility and Corporate Bran Building in Africa's Emerging Markets
10. Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam
11. Critical Green Innovation Themes for Brand Development in Emerging Markets
12. Marketing Communications: Embedding Sustainability Practices in a Changing World.

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