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Marketing Communications in Emerging Economies, Volume II

Conceptual Issues and Empirical Evidence

Produktform: E-Buch Text Elektronisches Buch in proprietärem

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Elektronisches Format: PDF

Sprache(n): Englisch

ISBN: 978-3-030-81337-6 / 978-3030813376 / 9783030813376

Verlag: Springer International Publishing

Erscheinungsdatum: 01.01.2022

Seiten: 299

Herausgegeben von Robert Ebo Hinson, Robert E. Hinson, Thomas Anning-Dorson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

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