Marketing Communications and Brand Development in Emerging Markets Volume II Insights for a Changing World
This book provides critical insights into marketing communications and brand development in a business landscape transformed by an evolving digital environment, increasing industrialisation with associated environmental hazards, and the global Covid-19 pandemic. Organisations that strategically alig...
| Other Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
Cham
Springer International Publishing
2022, 2022
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| Edition: | 1st ed. 2022 |
| Series: | Palgrave Studies of Marketing in Emerging Economies
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- 1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives
- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy
- 3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector
- 4. #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy
- 5. Marketing Communcations During a Pandemic: Perspective from a Developing Country
- 6. Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa
- 7. Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria
- 8. Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates
- 9. Corporate Social Responsibility and Corporate Bran Building in Africa’s Emerging Markets
- 10. Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam
- 11. Critical Green Innovation Themes for Brand Development in Emerging Markets
- 12. Marketing Communications: Embedding Sustainability Practices in a Changing World