Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence

Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence

Coffie, Stanley
Anning-Dorson, Thomas
Hinson, Robert E.

Hardcover

Series: Palgrave Studies of Marketing in Emerging Economies

Business GeneralMarketing

ISBN10: 3030813363
ISBN13: 9783030813369
Publisher: Palgrave MacMillan
Published: Dec 18 2021
Pages: 299
Weight: 1.27
Height: 0.88 Width: 5.83 Depth: 8.27
Language: English
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.

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