Marketing Communications and Brand Development in Emerging Economies Volume I

Contemporary and Future Perspectives
1. Auflage 2022
ISBN: 978-3-030-88680-6
Verlag: Springer Nature Switzerland

Buch, Englisch, 311 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 441 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 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. 

Zielgruppe

Research

Autoren/Hrsg.

Adeola, Ogechi

Sakkthivel, A M

Hinson, Robert E.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung

Inhaltsverzeichnis

1. Marketing Communications and Brand Development - An Introduction.- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN.- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE.- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana.- 5. Sponsorship: Practices and Benefits in Emerging Markets.- 6. Sports Communications in South American: The Case of the Soccer World Cup.- 7. Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands.- 8. Health and Lifestyle Branding.- 9. Personal Branding.- 10. Neuromarketing: The Role of the Executive Function in Consumer Behaviour.- 11. The Future of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing.- 12. Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Enterprising Markets.

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.