Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence

Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Categories:
Business & Economics – Sales & Marketing
Year:
2021
Publisher:
Palgrave Macmillan
Language:
english
Pages:
321 / 313
ISBN 10:
3030813363
ISBN 13:
9783030813369
Series:
Palgrave Studies of Marketing in Emerging Economies
File:
58 MB