Marketing Communications and Brand Development in Emerging Markets Volume II
Insights for a Changing World
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Beschreibung
This book provides critical insights into marketing communications and brand development in a business landscape transformed by an evolving digital environment, increasing industrialisation with associated environmental hazards, and the global Covid-19 pandemic. Organisations that strategically align with these realities are positioned to communicate their offerings effectively.
Volume I of the book explored contemporary issues in marketing communications and brand development, offering a futuristic perspective. Volume II responds to these changing market dynamics by focusing on three themes: Marketing Communications and Technology, Covid-19, and Corporate Social Responsibility (CSR) and Sustainability Practices.
Technology offers organisations an avenue for adaptive marketing communications that effectively align their goals with consumers’ needs and expectations. Covid-19 continues to pose significant social and economic challenges to product and service distribution and brand development strategies. CSR and sustainability initiatives are needed to reassure public confidence in corporate efforts to fight environmental hazards.
Contributors to Volume II offer researchers and practitioners contemporary marketing communications and brand development strategies needed to prepare for the challenges posed by a continuously changing world.“Companies must respond with dynamic branding and marketing communications strategies to survive in a changing world. This book provides recommendations that will drive business performance, build customer loyalty, increase engagement and overall patronage - even in difficult times. Joel Edmund Nettey, World President & Chairman, International Advertising Association
“This well-organised book on marketing communications and brand development offers new insights into business situations in emerging economies by illustrating the problems, issues, and possible solutions utilising a pragmatic approach.” Gurmeet Singh, Professor and Head, School of Business & Management, The University of the South Pacific, Fiji
Ogechi Adeola is Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Nigeria.
Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda.
A M Sakkthivel is a Professor of Marketing at Skyline University College, UAE.
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.
Provides critical insights into marketing communications and brand development in a rapidly transforming business landscape Addresses the challenges posed by Covid-19 pandemic and the requirements for creative communication in a changing world Explores how technology, CSR and sustainability practices are shaping contemporary marketing communications and branding
Autor*in
Ogechi Adeola
Themen in »Marketing Communications and Brand Development in Emerging Markets Volume II«
digital media marketing advertising emerging technologies social responsibilities Voice over Internet Protocol (VoIP) Artificial Intelligence (AI) virtual reality (VR) corporate social responsibility (CSR) social media emerging media platforms emerging markets brand value marketing communications hospitality and tourism