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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:

Marketing Communications in Emerging Economies, Volume II cover

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