Marketing Communications and Brand Development in Emerging Economies Volume I / Palgrave Studies of Marketing in Emerging Economies (PDF)
-Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana
"This book covers contemporary topics in marketing along with relevant...
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"This book is a map for brand managers in today's fast-changing theatre of marketing communications."
-Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana
"This book covers contemporary topics in marketing along with relevant examples and theoretical lenses."
-Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India
"The coverage of chapters from different parts of the world makes this book a truly global one."
-Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea
Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes.
Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria.
Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda.
A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.
Robert E. Hinson is Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. He has also served as the Rector of the Perez University College in Ghana and holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and another in Marketing from the University of Ghana. Professor Hinson has for the last twenty-two years, consulted for and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international
A M Sakthivel is Professor of Marketing at Skyline University College, UAE. He holds a PhD in Business Administration (Marketing) from Utkal University (Equalised under MOE, UAE), Bhubaneswar, India. He also has done certification of EEC (Entrepreneurship Educator Course) with Honors from Stanford University, USA, IIM Bangalore and National Entrepreneurship Network, India, MBA in Marketing and Finance and BBM in Marketing and Finance from Bharathiar University, India. He has 24 years of academic, industry, research, consulting and training experience. He was a Expert Panel Member, Member of Jury, for TATA Hottest Startups, NEN Global, Executive Member, Entrepreneurial Task Force, CII, Tamil Nadu, India, Panel and board member for many leading national and international universities. He conducted programmes for senior and middle level executives (SIFY, CITI Group, FORD, Technip, Savorit Foods, EPPENDORF etc.). He consultedleading government and private organisations such as Indian Railways, SSA, Tamil.
- 2022, 1st ed. 2022, 311 Seiten, Englisch
- Herausgegeben: Ogechi Adeola, Robert E. Hinson, A M Sakkthivel
- Verlag: Springer International Publishing
- ISBN-10: 3030886786
- ISBN-13: 9783030886783
- Erscheinungsdatum: 04.05.2022
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- Größe: 3.77 MB
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