Marketing Communications and Brand Development in Emerging Markets Volume II

ISBN-13: 9783030955830 / Angielski / Miękka / 2023

Opis

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.

Spis treści

Chapter 1

Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives (Ogechi Adeola, Robert E Hinson, A. M. Sakkthivel)

Chapter 2

SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy (Sany Sanuri Mohd Mokhtar and Maruf Gbadebo Salimon)

Chapter 3

Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector (Kandappan Balasubramanian, Puvaneswaran Kunasekaran, Rupam Konar & A. M. Sakkthivel) 

Chapter 4

#BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy (Nguyen Phong Nguyen & Emmanuel Mogaji)

Chapter 5

Marketing Communcations During a Pandemic: Perspective from a Developing Country (Gloria K.Q. Apyapong)

Chapter 6

Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa (Isaish Adisa, Oserere Ibelegbu & Blessing Chukwuka)

Chapter 7

Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria (Silk Ugwu Ogbu)

Chapter 8

Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates (Kakul Agha & Jason Fitzsimmons)

Chapter 9

Corporate Social Responsibility and Corporate Bran Building in Africa’s Emerging Markets (Abel Kinoti Meru & Mary Wanjiru Kinot)

Chapter 10

Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam (Nguyen Phong Nguyen & Emmanuel Mogaji)

Chapter 11

Critical Green Innovation Themes for Brand Development in Emerging Markets

Chapter 12

Marketing Communications: Embedding Sustainability Practices in a Changing World (Ogechi Adeola & Evans Olaniyi)

O autorze

Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. Her multi-dimensional research focuses on the advancement of knowledge across the intersection of marketing, tourism, and gender studies. Her research has been published in top international journals, including Annals of Tourism Research, Tourism Management, Journal of Business Research, Industrial Marketing Management, International Marketing Review, and Psychology and Marketing. Her co-authored articles won Best Paper Awards at international conferences for four consecutive years (2016 – 2019). She is a 2016 Visiting International Fellow, Open University Business School, UK and a 2017 Paul R. Lawrence Fellow, USA. She is also the Academic Director of LBS Sales & Marketing Academy. Her international marketing consultancy experience spans Africa, Asia, the UK, and the USA.

Robert E. Hinson is Professor and Head of the 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 and holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and another in Marketing from the University of 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.

A M Sakthivel is Professor of Marketing at Skyline University College, UAE. He holds a PhD in Business Administration (Marketing) from Utkal University (Equalised under MOE, UAE), Bhubaneswar, India. He also has done certification of EEC (Entrepreneurship Educator Course) with Honors from Stanford University, USA, IIM Bangalore and National Entrepreneurship Network, India, MBA in Marketing and Finance and BBM in Marketing and Finance from Bharathiar University, India. He has 24 years of academic, industry, research, consulting and training experience. He was a Expert Panel Member, Member of Jury, for TATA Hottest Startups, NEN Global, Executive Member, Entrepreneurial Task Force, CII, Tamil Nadu, India, Panel and board member for many leading national and international universities. He conducted programmes for senior and middle level executives (SIFY, CITI Group, FORD, Technip, Savorit Foods, EPPENDORF etc.). He consulted leading government and private organisations such as Indian Railways, SSA, Tamil.

Blurb

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 align with these realities are positioned to communicate their offerings effectively.

Volume I of the book explored contemporary issues in marketing communications and brand development, offering a futuristic perspective. Volume II responds to these changing market dynamics by focusing on three themes: Marketing Communications and Technology, Covid-19, and Corporate Social Responsibility (CSR) and Sustainability Practices.

Technology offers organisations an avenue for adaptive marketing communications that effectively align their goals with consumers’ needs and expectations. Covid-19 continues to pose significant social and economic challenges to product and service distribution and brand development strategies. CSR and sustainability initiatives are needed to reassure public confidence in corporate efforts to fight environmental hazards.

Contributors to Volume II offer researchers and practitioners contemporary marketing communications and brand development strategies needed to prepare for the challenges posed by a continuously changing world.

 “Companies must respond with dynamic branding and marketing communications strategies to survive in a changing world. This book provides recommendations that will drive business performance, build customer loyalty, increase engagement and overall patronage - even in difficult times. Joel Edmund Nettey, World President & Chairman, International Advertising Association

 
“This well-organised book on marketing communications and brand development offers new insights into business situations in emerging economies by illustrating the problems, issues, and possible solutions utilising a pragmatic approach.” Gurmeet Singh, Professor and Head, School of Business & Management, The University of the South Pacific, Fiji

 

Ogechi Adeola is Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Nigeria. 

Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda.

A M Sakkthivel is a Professor of Marketing at Skyline University College, UAE.