|
Showing 1 - 2 of
2 matches in All Departments
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.
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.
|
|