Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues (1st ed. 2021) (Palgrave Studies of Marketing in Emerging Economies)
By: and and and and and
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- Synopsis
- The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
- Copyright:
- 2021
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9783030813291
- Related ISBNs:
- 9783030813284
- Publisher:
- Springer International Publishing
- Date of Addition:
- 10/28/21
- Copyrighted By:
- The Editor
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Thomas Anning-Dorson
- Edited by:
- Robert E. Hinson
- Edited by:
- Henry Boateng
- Edited by:
- Albert Anani-Bossman
- Edited by:
- Ayça Can Kirgiz
- Edited by:
- Meenakshi Gujral
Reviews
Other Books
- by Robert E. Hinson
- by Ayça Can Kirgiz
- by Thomas Anning-Dorson
- by Henry Boateng
- by Albert Anani-Bossman
- by Meenakshi Gujral
- in Nonfiction
- in Business and Finance