Full Description
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.
Contents
Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies.- Chapter 2 Customer Value and Marketing Communications.- Chapter 3 Cultural Values and Marketing Communications in Emerging Markets.- Chapter 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets.- Chapter 5 Analysing the influence of public relations in the integrated marketing communication process.- Chapter 6 The Antecedents and Consequences of Brand Hate: A Review Of Current Literature.- Chapter 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies - Isaac Coffie & Robert Hinson.- Chapter 8 Visual Pollution through Excessive Outdoor Advertisements.- Chapter 9 Radio Advertising and Bank Customers' Purchase Intention: Evidencefrom an Emerging Economy.- Chapter 10 Technology and the Changing Communications Environment.- Chapter 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies.
