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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.Â
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.
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.
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