| Description |
1 online resource (322 pages) |
| Series |
Palgrave studies of marketing in emerging economies |
|
Palgrave studies of marketing in emerging economies.
|
| Contents |
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 |
| Summary |
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 |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Branding (Marketing) -- Developing countries
|
|
Communication in marketing -- Developing countries
|
|
Branding (Marketing)
|
|
Communication in marketing
|
|
Developing countries
|
| Form |
Electronic book
|
| Author |
Adeola, Ogechi
|
|
Hinson, Robert (Robert Ebo)
|
|
Sakkthivel, A. M
|
| ISBN |
9783030886783 |
|
3030886786 |
|
9783030955816 |
|
3030955818 |
|
