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Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence Thomas Anning-Dorson

Name: Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence Thomas Anning-Dorson
SKU: EB-38154132
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Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence Thomas Anning-Dorson Digital Instant Download

Author(s): Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

ISBN(s): 9783030813369, 3030813363

File Details: PDF, 4.58 MB

Year: 2021

Language: English

SKU: EB-38154132 Category: Business & Economics - Sales & Marketing Tags: Genevieve Bosah, Ibn Kailan Abdul-Hamid, Marketing Communications, Stanley Coffie, Thomas Anning-Dorson

Description

Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence Thomas Anning-Dorson – Ebook Instant Download/Delivery ISBN(s): 9783030813369,3030813363,9783030813376, 3030813371

Product details:

ISBN 10:3030813371
ISBN 13: 9783030813376
Author: Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

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.

Table contents:

1. Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence
2. Traditional and Contemporary Notions of Marketing Communications
3. Power Shift: Analyzing the Changing Role of Public Relations in the Marketing Mix
4. Marketing Communication Planning for SMEs in Emerging Markets
5. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19
6. Ithemba Lila Nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties
7. Perception of Marketing Communication Practice: Evidence from Rural and Community Banks
8. Exploring Drivers of Performance in Advertising Firms in Ghana: A Perspective of Attribution Theory
9. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic
10. Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries
11. Analyzing the Use of Social Media Communication Strategies in Indonesia and Malaysia: Insights and Implications
12. Marketing Communications in Emerging Economies: Conclusions and Recommendations

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