Overview
- 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
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (12 chapters)
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Front Matter
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Marketing Communications and Adapting to a Changing World Through Technology
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Front Matter
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Branding and Marketing Communications During a Pandemic (COVID-19)
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Front Matter
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Corporate Social Responsibility and Sustainability Management in a Changing World
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Front Matter
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Back Matter
Keywords
- 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
- banking
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 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.
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 Markets Volume II
Book Subtitle: Insights for a Changing World
Editors: Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-030-95581-6
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: 978-3-030-95580-9Published: 25 May 2022
Softcover ISBN: 978-3-030-95583-0Published: 25 May 2023
eBook ISBN: 978-3-030-95581-6Published: 24 May 2022
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XIX, 312
Number of Illustrations: 30 b/w illustrations
Topics: Marketing, Emerging Markets/Globalization, Online Marketing/Social Media