Marketing Communications and Brand Development in Emerging Economies Volume I

Contemporary and Future Perspectives

Produkt bewerten

Ogechi Adeola

▪Robert E. Hinson

▪A M Sakkthivel

Verlag:

Springer

Unsere-Artikel-Nr.: P34741171

EAN: 9783030886776

Erhältlich:

Nicht auf Lager

Zustellung: Di, 22.09.2026

Versand: Kostenlos

-8.3 %

CHF 206.–

CHF 189.–

Beschreibung

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.

Spezifikationen

Sprache

Englisch

Autor

Ogechi Adeola
Robert E. Hinson
A M Sakkthivel

Erscheinungsjahr

2022

Format

Buch (Hardcover)

Anzahl Seiten