Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence (1st ed. 2022) (Palgrave Studies of Marketing in Emerging Economies)
By: and and and and
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- Synopsis
- 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.
- Copyright:
- 2022
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9783030813376
- Related ISBNs:
- 9783030813369
- Publisher:
- Springer International Publishing
- Date of Addition:
- 01/18/22
- 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:
- Stanley Coffie
- Edited by:
- Genevieve Bosah
- Edited by:
- Ibn Kailan Abdul-Hamid
Reviews
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- by Stanley Coffie
- by Robert E. Hinson
- by Thomas Anning-Dorson
- by Genevieve Bosah
- by Ibn Kailan Abdul-Hamid
- in Nonfiction
- in Business and Finance