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:Paperback
Publisher:Springer Nature Switzerland AG
Published:25th May '23
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£129.99(9783030955809)
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: 9783030955830
Dimensions: unknown
Weight: unknown
312 pages
1st ed. 2022