Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence: Palgrave Studies of Marketing in Emerging Economies
Editat de Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamiden Limba Engleză Hardback – 18 dec 2021
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Specificații
ISBN-10: 3030813363
Pagini: 145
Ilustrații: XXII, 299 p. 10 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.58 kg
Ediția:1st ed. 2022
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Seria Palgrave Studies of Marketing in Emerging Economies
Locul publicării:Cham, Switzerland
Cuprins
Chapter 1. Traditional and Contemporary Notions of Marketing Communications (Genevieve Bosah)
Notă biografică
Thomas Anning-Dorson (PhD) is an Associate Professor of Marketing at the University of the Witwatersrand, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, UK, and a fellow at McGill University, Canada, on the QES Program. He is a Coordinator for Africa – Emerging Market Conference Board (Chaired by Prof Naresh Malhotra) and is the Chair for International Business Theory at the Academy of International Business (AIB) Africa Chapter. Before joining academia, Dr Anning-Dorson worked in the services sector and consulted for several corporate entities. He has published extensively on innovation management, strategy, value and marketing in emerging markets.
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. He has also served as the Rector of the Perez University College in Ghana. Professor Hinson has for the last twenty-two years, consulted for, and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international institutions.Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Coffie previously lectured at Birkbeck College, University of London, UK, where he also obtained his PhD. His research interests are in marketing strategy in emerging/developing economies, strategic positioning, and branding in bottom of the pyramid markets, and services marketing. His recent publications are in academic journals and other outlets including: Journal of Strategic Marketing, Thunderbird International Business Review, Journal of Product and Brand Management, Journal of African Business, International Journal of Bank Marketing, The Routledge Companion to Contemporary Brand Management and Branding and Positioning in Base of the Pyramid Markets in Africa.
Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK. She has worked with media institutions, governments and NGOs and is proficient in qualitative research, capacity development, strategy development and implementation, as well as programme management, journalism, and strategic communications. Before moving to academia, Genevieve held positions in several different capacities and has consulted for international development projects sponsored by USAID and DFID, amongst others. She worked in management and communications consulting, successfully delivering solutions to complex communications needs for individuals, small businesses, and multinational companies.
Textul de pe ultima copertă
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.
Robert Ebo Hinson (PhD) is a Professor and Head of Department of Marketing and Entrepreneurship at the University of Ghana Business School.
Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA).
Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK.
Ibn Kailan Abdul-Hamid (PhD) is a Lecturer at the University of Professional Studies, Accra, Ghana.
Caracteristici
Contains valuable lessons and insights on communicating corporate social responsibility
Is a useful tool on marketing communication
Descriere
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.