Marketing Communications and Brand Development in Emerging Markets Volume II

Insights for a Changing World

Robert E Hinson editor Ogechi Adeola editor A M Sakkthivel editor

Format:Hardback

Publisher:Springer Nature Switzerland AG

Published:25th May '22

Currently unavailable, and unfortunately no date known when it will be back

This hardback is available in another edition too:

Marketing Communications and Brand Development in Emerging Markets Volume II cover

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.

ISBN: 9783030955809

Dimensions: unknown

Weight: 560g

312 pages

1st ed. 2022