Marketing Communications and Brand Development in Emerging Markets Volume II

Insights for a Changing World
1. Auflage 2022
ISBN: 978-3-030-95583-0
Verlag: Springer International Publishing

Buch, Englisch, 312 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 431 g

Reihe: Palgrave Studies of Marketing in Emerging Economies

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.

Zielgruppe

Research

Autoren/Hrsg.

Adeola, Ogechi

Sakkthivel, A. M.

E. Hinson, Robert

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. Her multi-dimensional research focuses on the advancement of knowledge across the intersection of marketing, tourism, and gender studies. Her research has been published in top international journals, including Annals of Tourism Research, Tourism Management, Journal of Business Research, Industrial Marketing Management, International Marketing Review, and Psychology and Marketing. Her co-authored articles won Best Paper Awards at international conferences for four consecutive years (2016 – 2019). She is a 2016 Visiting International Fellow, Open University Business School, UK and a 2017 Paul R. Lawrence Fellow, USA. She is also the Academic Director of LBS Sales & Marketing Academy. Her international marketing consultancy experience spans Africa, Asia, the UK, and the USA.

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.