Marketing Communications in Emerging Economies, Volume I - Foundational and Contemporary Issues (Hardcover, 1st ed. 2021)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Series:	Palgrave Studies of Marketing in Emerging Economies
Release date:	November 2021
First published:	2021
Editors:	Thomas Anning-Dorson • Robert E Hinson • Henry Boateng • Albert Anani-Bossman • Ayca Can Kirgiz • Meenakshi Gujral
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	301
Edition:	1st ed. 2021
ISBN-13:	978-3-03-081328-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	3-03-081328-2
Barcode:	9783030813284

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