Overview
- Offers a futuristic perspective on marketing communications, including the use of AI.
- Provides a practical understanding into the adoption and application of marketing communications.
- Explores the skills needed to enhance the visibility of companies in emerging markets
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (13 chapters)
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Front Matter
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Introduction
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Front Matter
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Contemporary Perspectives on Marketing Communications and Brand Development: Destination Brand Management and Brand Avoidance
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Front Matter
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Contemporary Perspectives on Marketing Communications and Brand Development: Sponsorship, Health and Personal Branding
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Front Matter
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Contemporary and Futuristic Approaches to Marketing Communications and Brand Development
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Front Matter
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Back Matter
Keywords
About this book
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 boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Reviews
“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)
Editors and Affiliations
About the editors
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 institutions.
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.
Bibliographic Information
Book Title: Marketing Communications and Brand Development in Emerging Economies Volume I
Book Subtitle: Contemporary and Future Perspectives
Editors: Ogechi Adeola, Robert E. Hinson, A M Sakkthivel
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-030-88678-3
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-88677-6Published: 05 May 2022
Softcover ISBN: 978-3-030-88680-6Published: 06 May 2023
eBook ISBN: 978-3-030-88678-3Published: 04 May 2022
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XXV, 311
Number of Illustrations: 4 b/w illustrations
Topics: Marketing, Emerging Markets/Globalization