Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World / edited by Ogechi Adeola, Robert E. Hinson, A.M. Sakkthivel

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Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Palgrave Studies of Marketing in Emerging Economies | Springer eBook CollectionVerlag: Cham : Springer International Publishing, 2022Verlag: Cham : Imprint: Palgrave Macmillan, 2022Beschreibung: 1 Online-Ressource (XIX, 312 p. 30 illus.)ISBN:

9783030955816

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Aufsatzsammlung

Andere physische Formen: 9783030955809 | 9783030955823 | 9783030955830 | Erscheint auch als: 9783030955809 Druck-Ausgabe | Erscheint auch als: 9783030955823 Druck-Ausgabe | Erscheint auch als: 9783030955830 Druck-AusgabeDOI: DOI: 10.1007/978-3-030-95581-6Online-Ressourcen:

Zusammenfassung: 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.Zusammenfassung: 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. “Companies must respond with dynamic branding and marketing communications strategies to survive in a changing world. This book provides recommendations that will drive business performance, build customer loyalty, increase engagement and overall patronage - even in difficult times. Joel Edmund Nettey, World President & Chairman, International Advertising Association “This well-organised book on marketing communications and brand development offers new insights into business situations in emerging economies by illustrating the problems, issues, and possible solutions utilising a pragmatic approach.” Gurmeet Singh, Professor and Head, School of Business & Management, The University of the South Pacific, Fiji Ogechi Adeola is Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Nigeria. Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda. A M Sakkthivel is a Professor of Marketing at Skyline University College, UAE. .PPN: PPN: 1805331760Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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