Overview
- Provides conceptual and empirical perspectives into Integrated Marketing Communications with focus on emerging economies
- Offers a detailed understanding of the interface between branding, culture and marketing communications
- Offers practical and implementable recommendations for businesses in emerging economies
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (11 chapters)
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Front Matter
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Back Matter
Keywords
About this book
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
Editors and Affiliations
About the editors
Thomas Anning-Dorson (PhD) works with the Wits Business School, University of the Witwatersrand, Johannesburg, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, and a fellow at McGill University, Canada, on the QES Program..
Robert Ebo Hinson (PhD) is a Professor and Head of 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.
Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia and serves as the Director of InstitutionalResearch at the D'Youville College, New York. Henry has published several articles in reputable journals such as the International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing.
Albert Anani-Bossman (PhD) is a Lecturer at the faculty of Public relations, Advertising and Marketing at the Ghana Institute of Journalism. He is also a communication specialist with over 15 years’ experience in the field of communication. Dr. Anani-Bossman is a young academician who has published a number of articles in reputable journals.
Meenakshi Gujral (PhD) is the Director, PyroQ Technovision (Metamorphose Learning through Innovation) and a visiting faculty at Amedkar University, Amity University. Over 15 years of experience in research and academics, in both national and international Universities - Delhi University, Amity University, University of Witwatersrand, Regenesys, etc & also with agencies like the World Bank, Ministry of Health & family Welfare, Govt. of India, NCERT (National Council of Educational & Research Training), to name few..
Ayca Can Kirgiz (PhD) is an Associate Professor in different universities, including Istanbul Kent University, teaching Marketing, Brand Management, Sales Management and Integrated Marketing Communications. She has been working academically since 2005, and also serving the industry since 2012.. She is the author of “Green Marketing: A Case Study of the Sub-Industry in Turkey (Palgrave Macmillan).
Bibliographic Information
Book Title: Marketing Communications in Emerging Economies, Volume I
Book Subtitle: Foundational and Contemporary Issues
Editors: Thomas Anning-Dorson, Robert E. Hinson, Henry Boateng, Albert Anani-Bossman, Ayça Can Kirgiz, Meenakshi Gujral
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-030-81329-1
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-81328-4Published: 29 October 2021
Softcover ISBN: 978-3-030-81331-4Published: 29 October 2022
eBook ISBN: 978-3-030-81329-1Published: 28 October 2021
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XXII, 301
Number of Illustrations: 5 b/w illustrations, 19 illustrations in colour
Topics: Marketing, Emerging Markets/Globalization