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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 idea behind editing this book is to present a contemporary
reference that tells the story of how businesses and institutions
in emerging economies are circumventing or can better circumvent
institutional voids in order to create distinct value for consumers
and develop resilient and sustainable economies. For this book, we
gathered 24 contributions (or chapters) on new directions and
strategies to create value in emerging economies. The contributions
span thematic areas such as: COVID-19 and small businesses, social
influencers and COVID-19 advocacy, artisan entrepreneurship,
leadership and project success, internationalization and
intellectual property, cultural artifacts in corporate branding,
fintech adoption, mobile money and agriculture value chain,
workplace fraud, ethical decision-making in accountancy, modeling
early detection of mother's mode of delivery, assessment of health
systems in Africa, online platforms and patient empowerment,
students' academic engagement and technology, and continuous use of
e-learning among professional accounting students. The authors of
these contributions discuss the relevance of each chapter to its
target audience (practitioners and students). They also outline the
implications for practice and policy (where applicable) alongside
the concluding arguments of their respective chapters. In effect,
the 24 chapters offer key strategic directions for businesses,
public sector institutions, non-governmental organizations, and
international development institutions to be more efficient and
sustainably responsible in delivering distinctive value in emerging
economies. Emerging economies have become an opportune interest of
practitioners, entrepreneurs and policy makers worldwide. Hence, a
contemporary text which explores how to create and deliver distinct
value in these economies is a must a read.
This book presents multidisciplinary perspectives on opportunities
and best practices necessary for empowering women in the digital
economy in developing countries. The book explores the components
of connectivity that matter most to women. It also helps
decision-makers and policymakers to adopt the policies needed to
empower women in using digital platforms and developing (and taking
up) careers in the digital economy in developing economies. In
response, we gathered eight contributions (or chapters) on new
directions, strategies, and barriers to women’s empowerment
through digital technologies. The contributions span thematic areas
such as female digital entrepreneurship, social media, and
agricultural value chains, women in the gig economy, the digital
divide, gender disparities in cryptocurrencies, and digital access
in agriculture. In précis, the contributions argue that, first,
appropriate legislation matters, but it is not enough – there is
a need to alter social and cultural attitudes and raise awareness.
Second, there is a need to address affordability. Government and
development agencies may begin by offering free or discounted smart
devices to rural women and appropriate digital skills training
relevant to their economic activities. Third, there is a need for
urgent attention by government labor agencies in developing
countries to enforce decent working conditions and protection for
female gig workers while maximizing opportunities being offered
through these platforms. Don’t just leave women to use digital
platforms and services; support them with sound policies and
programs for responsible and sustainable use. In effect, this book
offers clarity on new strategies, case studies/examples, and
lessons in addressing or circumventing institutional challenges to
women’s empowerment through digital technologies.
For African enterprises, entrepreneurs and governments to take full
advantage of new digital opportunities, they need a shared
strategic understanding of where they are, what they have, and what
they may need to have for the future. This book presents this
shared strategic vision to guide future coordinated actions of
African enterprises, entrepreneurs, consumers/citizens and
governments in using new and emerging digital technologies. It
showcases how consumers/citizens, entrepreneurs, organisations,
institutions and governments are leveraging new and emerging
digital innovations to disrupt and transform value creation and
service delivery in Africa.
The idea behind editing this book is to present a contemporary
reference that tells the story of how businesses and institutions
in emerging economies are circumventing or can better circumvent
institutional voids in order to create distinct value for consumers
and develop resilient and sustainable economies. For this book, we
gathered 24 contributions (or chapters) on new directions and
strategies to create value in emerging economies. The contributions
span thematic areas such as: COVID-19 and small businesses, social
influencers and COVID-19 advocacy, artisan entrepreneurship,
leadership and project success, internationalization and
intellectual property, cultural artifacts in corporate branding,
fintech adoption, mobile money and agriculture value chain,
workplace fraud, ethical decision-making in accountancy, modeling
early detection of mother's mode of delivery, assessment of health
systems in Africa, online platforms and patient empowerment,
students' academic engagement and technology, and continuous use of
e-learning among professional accounting students. The authors of
these contributions discuss the relevance of each chapter to its
target audience (practitioners and students). They also outline the
implications for practice and policy (where applicable) alongside
the concluding arguments of their respective chapters. In effect,
the 24 chapters offer key strategic directions for businesses,
public sector institutions, non-governmental organizations, and
international development institutions to be more efficient and
sustainably responsible in delivering distinctive value in emerging
economies. Emerging economies have become an opportune interest of
practitioners, entrepreneurs and policy makers worldwide. Hence, a
contemporary text which explores how to create and deliver distinct
value in these economies is a must a read.
This book presents multidisciplinary perspectives on opportunities
and best practices necessary for empowering women in the digital
economy in developing countries. The book explores the components
of connectivity that matter most to women. It also helps
decision-makers and policymakers to adopt the policies needed to
empower women in using digital platforms and developing (and taking
up) careers in the digital economy in developing economies. In
response, we gathered eight contributions (or chapters) on new
directions, strategies, and barriers to women’s empowerment
through digital technologies. The contributions span thematic areas
such as female digital entrepreneurship, social media, and
agricultural value chains, women in the gig economy, the digital
divide, gender disparities in cryptocurrencies, and digital access
in agriculture. In précis, the contributions argue that, first,
appropriate legislation matters, but it is not enough – there is
a need to alter social and cultural attitudes and raise awareness.
Second, there is a need to address affordability. Government and
development agencies may begin by offering free or discounted smart
devices to rural women and appropriate digital skills training
relevant to their economic activities. Third, there is a need for
urgent attention by government labor agencies in developing
countries to enforce decent working conditions and protection for
female gig workers while maximizing opportunities being offered
through these platforms. Don’t just leave women to use digital
platforms and services; support them with sound policies and
programs for responsible and sustainable use. In effect, this book
offers clarity on new strategies, case studies/examples, and
lessons in addressing or circumventing institutional challenges to
women’s empowerment through digital technologies.
For African enterprises, entrepreneurs and governments to take full
advantage of new digital opportunities, they need a shared
strategic understanding of where they are, what they have, and what
they may need to have for the future. This book presents this
shared strategic vision to guide future coordinated actions of
African enterprises, entrepreneurs, consumers/citizens and
governments in using new and emerging digital technologies. It
showcases how consumers/citizens, entrepreneurs, organisations,
institutions and governments are leveraging new and emerging
digital innovations to disrupt and transform value creation and
service delivery in Africa.
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.
Drawing on the expertise of multi-disciplinary scholars from
emerging economies, this volume aims to share fascinating
perspectives on marketing communications by discussing the shift in
the power of public relations, and highlighting how the small and
local use communication effectively to improve performance and
shares useful lessons on how to communicate hope by responding to
customer emotions during uncertainties. The book contains valuable
lessons and insights on communicating corporate social
responsibility, effective social media communication, enacting
brand purpose through communication, and using aesthetics in
point-of-purchase advertising to drive purchase intention. It is
the first of its kind to highlight key conceptual issues and
provide critical empirical evidence on marketing communications in
and from emerging economies. Corporate executives, educators,
students, policymakers and businesses would find this book a useful
tool on marketing communication as it lays bare some important
strategic and operational insights specific to emerging markets.
Drawing on the expertise of multi-disciplinary scholars from
emerging economies, this volume aims to share fascinating
perspectives on marketing communications by discussing the shift in
the power of public relations, and highlighting how the small and
local use communication effectively to improve performance and
shares useful lessons on how to communicate hope by responding to
customer emotions during uncertainties. The book contains valuable
lessons and insights on communicating corporate social
responsibility, effective social media communication, enacting
brand purpose through communication, and using aesthetics in
point-of-purchase advertising to drive purchase intention. It is
the first of its kind to highlight key conceptual issues and
provide critical empirical evidence on marketing communications in
and from emerging economies. Corporate executives, educators,
students, policymakers and businesses would find this book a useful
tool on marketing communication as it lays bare some important
strategic and operational insights specific to emerging markets.
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