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portada Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives
Type
Physical Book
Publisher
Author
Language
English
Pages
311
Format
Hardcover
Dimensions
21x14.8x2.1 cm
Weight
0.56 kg.
ISBN13
9783030886776
Categories

Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives

Adeola, Ogechi ; Hinson, Robert E. ; Sakkthivel, A. M. (Author) · Palgrave MacMillan · Hardcover

Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives - Adeola, Ogechi ; Hinson, Robert E. ; Sakkthivel, A. M.

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Synopsis "Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives"

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

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