Marketing communications and brand development in emerging markets. Volume II, Insights for a changing world / Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel, editors.
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 alig...
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| Online Access: |
Full Text (via Springer) |
|---|---|
| Other Authors: | , , |
| Other title: | Insights for a changing world. |
| Format: | eBook |
| Language: | English |
| Published: |
Cham, Switzerland :
Palgrave Macmillan,
2022.
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| Series: | Palgrave studies of marketing in emerging economies.
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| Subjects: |
MARC
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| 245 | 0 | 0 | |a Marketing communications and brand development in emerging markets. |n Volume II, |p Insights for a changing world / |c Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel, editors. |
| 246 | 3 | 0 | |a Insights for a changing world. |
| 264 | 1 | |a Cham, Switzerland : |b Palgrave Macmillan, |c 2022. | |
| 300 | |a 1 online resource (xix, 312 pages) : |b illustrations. | ||
| 336 | |a text |b txt |2 rdacontent. | ||
| 337 | |a computer |b c |2 rdamedia. | ||
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| 490 | 1 | |a Palgrave studies of marketing in emerging economies, |x 2730-5562 | |
| 505 | 0 | |a 1. Marketing Communications and Brand Development in A Changing World : Introduction, Issues and Perspectives -- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy -- 3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector -- 4. #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy -- 5. Marketing Communcations During a Pandemic: Perspective from a Developing Country -- 6. Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa -- 7. Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria -- 8. Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates -- 9. Corporate Social Responsibility and Corporate Bran Building in Africa's Emerging Markets -- 10. Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam -- 11. Critical Green Innovation Themes for Brand Development in Emerging Markets -- 12. Marketing Communications: Embedding Sustainability Practices in a Changing World. | |
| 500 | |a Includes index. | ||
| 520 | |a 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. | ||
| 588 | 0 | |a Online resource; title from PDF title page (SpringerLink, viewed June 6, 2022) | |
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| 651 | 7 | |a Developing countries. |2 fast |0 (OCoLC)fst01242969. | |
| 700 | 1 | |a Adeola, Ogechi, |e editor. |0 http://id.loc.gov/authorities/names/n2018035625 |1 http://isni.org/isni/0000000501003753 | |
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| 700 | 1 | |a Sakkthivel, A. M., |e editor. | |
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