Marketing Communications in Emerging Economies, Volume II
Conceptual Issues and Empirical Evidence
Robert E Hinson editor Thomas Anning-Dorson editor Stanley Coffie editor Genevieve Bosah editor Ibn Kailan Abdul-Hamid editor
Format:Hardback
Publisher:Springer Nature Switzerland AG
Published:18th Dec '21
Should be back in stock very soon
This hardback is available in another edition too:
- Paperback£129.99(9783030813390)
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.
ISBN: 9783030813369
Dimensions: unknown
Weight: unknown
299 pages
1st ed. 2022