Electronic Resource

Marketing Communications in Emerging Economies, Volume I

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Penilaian

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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.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000456	EB0005205	658.8 Mar	Central Library (OPAC)	Available

Detail Information

Series Title

Palgrave Studies of Marketing in Emerging Economies

Call Number

658.8 Mar

Publisher

Palgrave Macmillan : Palgrave Macmillan Cham., 2021

Collation

XXII, 301p.:ill

Language

English

ISBN/ISSN

978-3-030-81329-1

Classification

658.8

Content Type

Ebook

Media Type

-

Carrier Type

online resource

Edition

1

Subject(s)

Marketing

Specific Detail Info

-

Statement of Responsibility

BRF

Other version/related

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