Full Description
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 boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Contents
1. Marketing Communications and Brand Development - An Introduction.- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN.- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE.- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana.- 5. Sponsorship: Practices and Benefits in Emerging Markets.- 6. Sports Communications in South American: The Case of the Soccer World Cup.- 7. Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands.- 8. Health and Lifestyle Branding.- 9. Personal Branding.- 10. Neuromarketing: The Role of the Executive Function in Consumer Behaviour.- 11. The Future of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing.- 12. Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Enterprising Markets.
