Marketing Communications In Emerging Economies Volume Ii

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Marketing Communications in Emerging Economies, Volume II

Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid
Marketing Communications in Emerging Economies Volume II Book PDF

Author : Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid
Publisher : Springer Nature
Page : 313 pages
File Size : 41,8 Mb
Release : 2022-01-01
Category : Business & Economics
ISBN : 9783030813376

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Marketing Communications in Emerging Economies, Volume II by Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid Pdf

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.

Marketing Communications in Emerging Economies, Volume I

Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral
Marketing Communications in Emerging Economies Volume I Book PDF

Author : Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral
Publisher : Springer Nature
Page : 318 pages
File Size : 43,6 Mb
Release : 2021-10-28
Category : Business & Economics
ISBN : 9783030813291

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Marketing Communications in Emerging Economies, Volume I by Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral Pdf

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.

Marketing Communications in Emerging Economies, Volume II

Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid
Marketing Communications in Emerging Economies Volume II Book PDF

Author : Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid
Publisher : Unknown
Page : 0 pages
File Size : 41,9 Mb
Release : 2022
Category : Electronic
ISBN : 303081338X

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Marketing Communications in Emerging Economies, Volume II by Thomas Anning-Dorson,Robert E. Hinson,Stanley Coffie,Genevieve Bosah,Ibn Kailan Abdul-Hamid Pdf

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. Thomas Anning-Dorson (PhD) is an Associate Professor of Marketing at the University of the Witwatersrand, South Africa. Robert Ebo Hinson (PhD) is a Professor and Head of Department of Marketing and Entrepreneurship at the University of Ghana Business School. Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK. Ibn Kailan Abdul-Hamid (PhD) is a Lecturer at the University of Professional Studies, Accra, Ghana.

Marketing Communications and Brand Development in Emerging Markets Volume II

Ogechi Adeola,Robert E. Hinson,A. M. Sakkthivel
Marketing Communications and Brand Development in Emerging Markets Volume II Book PDF

Author : Ogechi Adeola,Robert E. Hinson,A. M. Sakkthivel
Publisher : Springer Nature
Page : 318 pages
File Size : 53,9 Mb
Release : 2022-05-24
Category : Business & Economics
ISBN : 9783030955816

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Marketing Communications and Brand Development in Emerging Markets Volume II by Ogechi Adeola,Robert E. Hinson,A. M. Sakkthivel Pdf

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 boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.

Marketing Communications and Brand Development in Emerging Economies Volume I

Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Marketing Communications and Brand Development in Emerging Economies Volume I Book PDF

Author : Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Publisher : Springer Nature
Page : 322 pages
File Size : 45,8 Mb
Release : 2022-05-04
Category : Business & Economics
ISBN : 9783030886783

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Marketing Communications and Brand Development in Emerging Economies Volume I by Ogechi Adeola,Robert E. Hinson,A M Sakkthivel Pdf

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.

Marketing Communications and Brand Development in Emerging Economies Volume I

Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Marketing Communications and Brand Development in Emerging Economies Volume I Book PDF

Author : Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Publisher : Palgrave Macmillan
Page : 0 pages
File Size : 55,6 Mb
Release : 2023-05-19
Category : Business & Economics
ISBN : 3030886808

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Marketing Communications and Brand Development in Emerging Economies Volume I by Ogechi Adeola,Robert E. Hinson,A M Sakkthivel Pdf

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.

Fashion Marketing in Emerging Economies Volume II

Frederica Brooksworth,Emmanuel Mogaji,Genevieve Bosah
Fashion Marketing in Emerging Economies Volume II Book PDF

Author : Frederica Brooksworth,Emmanuel Mogaji,Genevieve Bosah
Publisher : Springer Nature
Page : 296 pages
File Size : 41,7 Mb
Release : 2022-12-12
Category : Business & Economics
ISBN : 9783031070785

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Fashion Marketing in Emerging Economies Volume II by Frederica Brooksworth,Emmanuel Mogaji,Genevieve Bosah Pdf

This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.

Green Marketing in Emerging Economies

Emmanuel Mogaji,Ogechi Adeola,Isaiah Adisa,Robert E. Hinson,Chipo Mukonza,Ayça Can Kirgiz
Green Marketing in Emerging Economies Book PDF

Author : Emmanuel Mogaji,Ogechi Adeola,Isaiah Adisa,Robert E. Hinson,Chipo Mukonza,Ayça Can Kirgiz
Publisher : Springer Nature
Page : 279 pages
File Size : 48,7 Mb
Release : 2022-01-03
Category : Business & Economics
ISBN : 9783030825720

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Green Marketing in Emerging Economies by Emmanuel Mogaji,Ogechi Adeola,Isaiah Adisa,Robert E. Hinson,Chipo Mukonza,Ayça Can Kirgiz Pdf

Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.

Marketing Communications

Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Marketing Communications Book PDF

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 445 pages
File Size : 52,6 Mb
Release : 2014-08-27
Category : Business & Economics
ISBN : 9781317697756

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Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Marketing Communication

Allan J. Kimmel
Marketing Communication Book PDF

Author : Allan J. Kimmel
Publisher : OUP Oxford
Page : 320 pages
File Size : 48,9 Mb
Release : 2005-11-17
Category : Business & Economics
ISBN : 9780191557132

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Marketing Communication by Allan J. Kimmel Pdf

Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.

Marketing Communications

Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Marketing Communications Book PDF

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 515 pages
File Size : 50,6 Mb
Release : 2020-09-22
Category : Business & Economics
ISBN : 9781000176650

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Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors’ guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.

Integrated Marketing Communications

Philip J. Kitchen,Marwa E. Tourky
Integrated Marketing Communications Book PDF

Author : Philip J. Kitchen,Marwa E. Tourky
Publisher : Springer Nature
Page : 379 pages
File Size : 54,9 Mb
Release : 2022-01-03
Category : Business & Economics
ISBN : 9783030764166

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Integrated Marketing Communications by Philip J. Kitchen,Marwa E. Tourky Pdf

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

Public Sector Marketing Communications Volume I

Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Public Sector Marketing Communications Volume I Book PDF

Author : Ogechi Adeola,Paul Katuse,Kojo Kakra Twum
Publisher : Springer Nature
Page : 258 pages
File Size : 41,6 Mb
Release : 2022-10-03
Category : Business & Economics
ISBN : 9783031072932

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Public Sector Marketing Communications Volume I by Ogechi Adeola,Paul Katuse,Kojo Kakra Twum Pdf

African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.

Public Sector Marketing Communications, Volume II

Ogechi Adeola,Kojo Kakra Twum,Paul Katuse
Public Sector Marketing Communications Volume II Book PDF

Author : Ogechi Adeola,Kojo Kakra Twum,Paul Katuse
Publisher : Palgrave Macmillan
Page : 0 pages
File Size : 46,9 Mb
Release : 2023-04-26
Category : Business & Economics
ISBN : 3031178629

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Public Sector Marketing Communications, Volume II by Ogechi Adeola,Kojo Kakra Twum,Paul Katuse Pdf

Building public sector image and trust in Africa requires judicious use of appropriate marketing communications tools and platforms. Contributing authors to this second volume of a two-volume work offer insights into how the selection and strategic utilisation of marketing tools will facilitate interactions between the government and the citizens, improve inter-governmental and inter-agency collaboration, and boost a citizen-oriented public sector. Traditional marketing communications tools continue to play a key role in citizen and public sector relationships; however, given mega-trends of demographic change, urbanisation, and digitalisation in Africa, it is important to consider how public institutions, including government agencies, local government, universities, and football associations, respond and adapt to these changes. The digital revolution presents an opportunity for public sector institutions to align their communication plans with new technologies, particularly leveraging social media platforms. Together with the first volume, which focuses on public relations and brand communication perspectives, this collection fills an existing information gap evident in Africa’s public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying marketing principles and practices to the public sector.

Business-to-Business Marketing Communications

Ioannis Rizomyliotis,Kleopatra Konstantoulaki,Ioannis Kostopoulos
Business to Business Marketing Communications Book PDF

Author : Ioannis Rizomyliotis,Kleopatra Konstantoulaki,Ioannis Kostopoulos
Publisher : Springer
Page : 92 pages
File Size : 55,6 Mb
Release : 2017-06-27
Category : Business & Economics
ISBN : 9783319587837

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Business-to-Business Marketing Communications by Ioannis Rizomyliotis,Kleopatra Konstantoulaki,Ioannis Kostopoulos Pdf

This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.