國立高雄大學圖資館 |

Language: English

Back

Marketing communications and brand development in emerging economies.Volume I,Contemporary and future perspectives

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing communications and brand development in emerging economies.edited by Ogechi Adeola, Robert E. Hinson, A M Sakkthivel.
remainder title:	Contemporary and future perspectives
other author:	Adeola, Ogechi.
Published:	Cham :Springer International Publishing :2022.
Description:	xxv, 311 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing)Developing countries.
Online resource:	https://doi.org/10.1007/978-3-030-88678-3
ISBN:	9783030886783$q(electronic bk.)

Marketing communications and brand development in emerging economies.Volume I,Contemporary and future perspectives
Marketing communications and brand development in emerging economies.Volume I,Contemporary and future perspectives[electronic resource] /Contemporary and future perspectivesedited by Ogechi Adeola, Robert E. Hinson, A M Sakkthivel. - Cham :Springer International Publishing :2022. - xxv, 311 p. :ill., digital ;24 cm. - Palgrave studies of marketing in emerging economies,2730-5562. - Palgrave studies of marketing in emerging economies..

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.

"This book is a map for brand managers in today's fast-changing theatre of marketing communications." -Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana "This book covers contemporary topics in marketing along with relevant examples and theoretical lenses." -Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India "The coverage of chapters from different parts of the world makes this book a truly global one." -Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes. Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda. A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.

ISBN: 9783030886783$q(electronic bk.)

Standard No.: 10.1007/978-3-030-88678-3doiSubjects--Topical Terms:

644759
Branding (Marketing)
--Developing countries.

LC Class. No.: HF5415.1255 / .M37 2022

Dewey Class. No.: 658.827

Marketing communications and brand development in emerging economies.Volume I,Contemporary and future perspectives
LDR:04239nmm a2200349 a 4500 001 646162
003 DE-He213
005 20220504073734.0
006 m d
007 cr nn 008maaau
008 231219s2022 sz s 0 eng d
020 $a 9783030886783$q(electronic bk.)
020 $a 9783030886776$q(paper)
024 7 $a 10.1007/978-3-030-88678-3 $2 doi
035 $a 978-3-030-88678-3
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1255 $b .M37 2022
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
082 0 4 $a 658.827 $2 23
090 $a HF5415.1255 $b .M345 2022
245 0 0 $a Marketing communications and brand development in emerging economies. $n Volume I, $p Contemporary and future perspectives $h [electronic resource] / $c edited by Ogechi Adeola, Robert E. Hinson, A M Sakkthivel.
246 3 0 $a Contemporary and future perspectives
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2022.
300 $a xxv, 311 p. : $b ill., digital ; $c 24 cm.
490 1 $a Palgrave studies of marketing in emerging economies, $x 2730-5562
505 0 $a 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.
520 $a "This book is a map for brand managers in today's fast-changing theatre of marketing communications." -Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana "This book covers contemporary topics in marketing along with relevant examples and theoretical lenses." -Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India "The coverage of chapters from different parts of the world makes this book a truly global one." -Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes. Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda. A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.
650 0 $a Branding (Marketing) $z Developing countries. $3 644759
650 0 $a Communication in marketing $z Developing countries. $3 908462
650 1 4 $a Marketing. $3 182957
650 2 4 $a Emerging Markets and Globalization. $3 918807
700 1 $a Adeola, Ogechi. $3 883189
700 1 $a Hinson, Robert E. $3 906826
700 1 $a Sakkthivel, A M. $3 955122
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
830 0 $a Palgrave studies of marketing in emerging economies. $3 904901
856 4 0 $u https://doi.org/10.1007/978-3-030-88678-3
950 $a Business and Management (SpringerNature-41169)