Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues

ISBN-13: 9783030813284 / Angielski / Twarda / 2021 / 149 str.

Thomas Anning-Dorson; Robert Ebo Hinson; Henry Boateng

Spis treści

 

Part I – Foundational Issues in Marketing Communications

 

Chapter 1- Setting the Scene

Porcu, Del Barrio-Garcia & Kitchen (2012) opine that IMC provides important cost savings related to organizational facilities as cooperation among departments avoids unnecessary duplication of communication strategies and implies an improvement in operational efficiency and in message coherence. In line with the assertion by Porcu et al., (2012), Cornelissen & Lock (2000) also present these benefits as psychological and they also observe a reduction of internal conflicts and a decrease of transactional costs among functions. This will make it possible for firms to achieve higher incomes for each campaign as a functional outcome, together with the synergy among the elements of communication mix and the improvement of the ability of using a wider and more appropriate range of tools (Duncan & Moriarty, 1998).  This will indeed serve as a source of competitive advantage for the firm. The various benefits that firms can gain as a result of the adoption and implementation of IMC provides a strong need for having a book on Integrated Marketing Communications in Emerging Economies.

This chapter will set the scene for this volume by discussing foundational issues of marketing communications. The chapter will provide an introduction to all the issues in this book and highlight what readers should expect. The chapter will also highlight why it is important to focus on EMs in terms of marketing communication theory and practice.

 

Chapter 2- Value and Marketing Communications

The centrality of stakeholder management has never been questioned in management and is key to corporate success. The firm’s multiple stakeholder groups require that every entity ensure that the desires of these groups are adequately catered for. In simple terms, every stakeholder seeks value and management of this value then becomes the business of the firm. One model that helps in value management is the value management cycle – value creation, value communication and value capture. The value management cycle articulates how the benefits sought by the target audience can be effectively managed. It starts with the creation through demonstration (communication and delivery) and value capture. An important part of the value cycle is value communication – involves the various marketing and customer communication tools and strategies that seek to convey corporate, brand and product benefits. While firms have been admonished to pursue the creation of new value as a form of competitive enhancement, it must be said that it is just one aspect of the value management process. The value created must be creatively communicated to convey the benefits to the target audience. It must be said that some firms have been obsessed with the value creation process through their innovation channels at the neglect of value communication and capture. While innovating is critical to the success of every enterprise, such innovations must be communicated to ensure market uptake. Value communication must be context specific and respect the cultural environment of customers, especially in emerging markets.

In this chapter, the contributors will discuss the role of value communication in the value management of organizations. Strategies adopted by emerging markets enterprises will be shared as well as some practical implications for organizations operating in emerging markets. The authors will use examples from the Mexican context and other Latin American countries to demonstrate how firms can benefit from their value creation through effective communication that is centered on culture and customer diversity and dynamics.

 

Chapter 3: Research in Marketing Communications

Research is one of the keys to successful decision making. This is in view of the fact that it makes it possible for firms to have all the information they need in making well informed decisions involving products/service decisions, pricing decisions, channel decisions and decisions relating to promotions (Zikmund & Babin, 2006: Pickton & Broderick, 2005). Understanding the role of research in marketing communications is imperative to the successful development and implementation of different levels of communications. Research helps set the grounds for communication goal setting, choice of communication mix and tools and the vehicles and media of communication.  

Contributors to this chapter will consider the role and use of research in integrated marketing communications in the decisions of firms and also consider the research processes which consists of problem definition, development of an approach to the problem, research design formulation, fieldwork or data collection, data preparation and analysis, report preparation and presentation. The contributors will use different communication scenarios to provide guidelines on how to research into communication needs assessment and the subsequent meeting of such needs. The contributors will shed light on how small and large entities, with small or large budget in emerging economies constantly gather market intelligence to guide their marketing communication activities.

 

Chapter 4 – Power Shift? Analyzing the changing role of Public Relations in the Marketing Mix

For several years, mass market advertising and promotion strategies dominated the marketing communication mix. Solomon (2010), postulates that advertising became synonymous with marketing due to the heavy use of paid media in the marketing mix. The business environment is however, changing at a phenomenal rate as a result of several external and internal factors.  Organisations are now changing their business models and  revising their integrated communication strategies.  New communication technologies such as the internet and social networking sites have changed the business landscape. Organisations are beginning to doubt the effectiveness of mass market advertising and promotional strategies. Moreover, the modern customer is now more educated and assertive. Research shows the customer now associates with brands based on trust, which requires a sustainable marketing communication and memorable experiences (Clow & Donald, 2010). These are things advertising cannot provide any longer due to its limitations.  Public relations, the traditional underdog in the IMC mix, has been the highest beneficiary  of the new business climate (Weiner, 2006).  Traditional marketing philosophy had always equated public relations with publicity. 

Many marketers see PR as the ability to generate positive news about a product or service (Belch & Belch, 2018).  Scholars (Ries & Ries, 2004; Weiner, 2009; Naumosvka & Blazeska, 2016; Belch & Belch, 2018), however, believe public relations’ role is evolving to a more dominant role in the IMC mix.  Ries and Ries (2004), for instance, attributes marketing successes of some major organisations such as Starbucks, Amazon.com, Google, and Microsoft to PR. Belch & Belch (2018) also note the changing role of PR in the IMC mix with the advancement of digital and social media.  The authors postulate that PR now takes a broader (and more marketing-oriented) role designed to promote not just the organisation but its products and services. This way, PR goes beyond its traditional role of establishing and maintaining a mutually beneficial relationship between the organisation and its publics to becoming a marketing communication function. This is known as marketing public relations, that is, PR activities designed to support marketing objectives.

 

The current chapter will review the evolving role of public relations within the integrated marketing communication framework globally and in EEs and use an African case – Ghana to demonstrate the shift. Despite the profuse literature on IMC over the years, there is a paucity of empirical evidence examining the changing role of PR within the IMC mix.  Although some studies (Smith & Place, 2013; Place, Smith & Lee, 2016) show a growing influence of PR within the IMC mix, there is no evidence, at least not one that the author has seen, in an emerging economy like Ghana regarding the role of PR within the IMC process.  Research on PR practice in Africa (Skinner, 2013; Wu & Baah-Boakye, 2009; Anani-Bossman & Tella, 2017 etc.) reveals that the profession is growing. However, it is still not well understood by management of organisations. PR therefore suffers when it comes to budget cuts and other organisational decisions. With the convergence of communication and marketing, and the rise of social and digital media. How is PR driving sales and revenue? This chapter therefore explores how organisations are utilising IMC and the role of PR in the process from a Ghanaian perspective. 

 

Chapter 5: Brand Appeals in Pandemic and Recessionary Period

The 2020 economic crisis presents managers with the challenge of reconstructing their corporate and product brand personalities in the midst and aftermath of the Covid-19 pandemic. Anecdotal viewpoints on corporate and brand communication materials published by a number of top national and multinational brands across Africa suggest a deliberate shift in message appeal towards ‘passion’ and ‘care’. The review of mainstream academic literature indicates that the concept of brand appeal has attracted the attention of marketing authors there is limited evidence to suggest that this subject has been empirically examined within pandemic and economic recessionary contexts. This limitation motivates and encourages the development of this article. This chapter addresses this issue by drawing on Hall’s cultural representation theory to develop an empirical framework of analysis highlighting the ‘dimensions of appeals’ arising from communication materials designed specifically to respond to Covid-19 and the recession. Findings from the semiotic deconstruction of communication materials published by brands of African origin listed on Brand Africa’s Top 100 Africa’s Most Admired Brands, indicates the ascendancy of ‘brand humanization’ appeal as the dominant means of persuasion. This moved very quickly to a combination of ‘brand empathy’ and ‘brand value’ during the recession.

 

 

Part II – Contemporary Issues in Marketing Communications: A Focus on CSR and Environmental Sustainability

 

Chapter 6: Communicating Corporate Social Responsibility on the Internet: The Case of Companies from Emerging Economies

Corporate social responsibility reportage has grown from voluntary corporate communications to becoming both a strategic tool for proactive corporate leadership and necessary action expected of companies by stakeholders. Accordingly, its absence from the baskets of communications from companies could signal weak corporate vision with concomitant disharmony within and outside organisational publics.

As it stands, African societies, agencies, and non-governmental organisations are increasingly becoming conscious of the nexus between business and society. Equally, due to the rising impact of climatic change, global demand for corporate environmental responsibilities and accountability have increased, especially as it affects the Sustainable Development goals (SDGs). Also, activists are on the lookout for corporate abuses and irresponsibility. On their part, companies realise that even ethical corporate responsibility makes good business sense and are endeavouring to imbibe the principles of responsible management practices. As a result, companies in Africa and other parts of the world cannot afford to remain aloof in reporting their social and other stewardship to the watchful publics. Due to the previous poor Internet penetration in Africa, companies presence with their communications on the Internet were low. However, with the increased Internet penetration in Africa, it is expected that corporate reporting on the Internet would increase.

Accordingly, this chapter examines corporate responsiveness to the demand for increased corporate social responsibility communications, mainly through the Internet platform. Such communications are analysed to understand the importance given to corporate social responsibility communications, the magnitude and scope of such communications, and manner of presenting such communications among other dimensions. The study will use machine learning language methodology to dig into web pages of selected Africa-based companies. We will analyse the corporate social responsibility communications for substances, sentiment, quantity and other measures. The chapter highlights management and theory implications and proffers appropriate recommendations.

 

Chapter 7 – CSI initiatives in Emerging Economies during a pandemic

Corporate social initiative (CSIs), which falls within the umbrella of CSR activities adopted by firms, is the commitment of corporate organisations to improve societal and environmental well-being through discretionary business practices and contributions (Kotler & Lee, 2005). It could be argued that the CSI concept continues to grow in importance and significance and this could be an indication that being committed to societal, and environmental well-being is no longer a mere ethical or legal issue, but a strategic means of achieving business objectives while making the world a better place (Park, 2017). Consumers in recent times, show more respect for firms that strongly engage in social initiatives, value their products/services (Famiyeh, 2017; Nyarku & Ayekple, 2018; Park, 2017). Thus, there is an increasing demand on corporate bodies to contribute towards making the world a better place to live. In other words, companies are no longer evaluated based on the traditional indicators of performance, but also their contribution towards society. This explains the interest and the recent growth in the number of companies reporting their corporate social responsibility (CSR) activities as part of their corporate social initiatives (Hinson, Boateng & Madichie, 2010).

 

Prior research ( e.g., Luo & Bhattacharya, 2017) has shown that companies that engage in CSR initiatives are more likely to be competitive than companies which are not socially responsible. Thus, CSIs have the potential both to enhance competitiveness of a company and simultaneously to advance the economic and social conditions in communities in which it operates. Companies can generally assume or demonstrate their CSR commitment through different types of CSIs such as corporate philanthropy, cause-related marketing, cause promotion, corporate social marketing, employee volunteerism and socially responsible practices (Kotler, Hessekiel, & Lee, 2012). Though, a corporation can have multiple options of these CSR initiatives, empirical evidence (e.g., Fatma, Rahman, & Khan, 2015) suggests that not all social interventions implemented by firms are effective. According to Nan & Heo (2007) the impact of CSR initiatives on firm related outcomes is context specific, given varying consumers’ response to CSR initiatives, which in turn, determines the effectiveness of CSI/CSR programmes implemented by corporate organisations. This notwithstanding, little evidence exists on the kinds of CSIs which are most appropriate for firms in emerging economies. Therefore, it is important to identify the type/s of CSI mix that will produce the highest impact/benefits to fulfill both societal needs and corporate gains for companies in emerging economies, given context specificity of CSR initiatives. The purpose of this study is to evaluate and identify the right CSI mix for emerging economies.

 

From the perspective of the stakeholder theory, the chapter seeks to evaluate the impact or benefits corporate organisations could gain from these CSIs/CSR programmes particularly, in relation to Covid-19 pandemic. For each of these CSIs, the study will specifically evaluate social initiatives of top three companies listed on the stock exchange in China (Asia), Brazil (South America), South Africa and Ghana (Africa). Key similarities and differences will be drawn from the various contexts and the most appropriate CSI mix for Africa, Asia and South America. 

 

Chapter 8 – Outdoor Advertising and Visual Pollution

Advertising is described as a form of a marketing tool for communicating information directed at stimulating interest or persuading target audience in encouraging initial or continuous patronage (Bittlingmayer, 2008). Global Out of Home (OOH) advertising expenditure was US$30.4 billion in 2012 and was expected to grow to US$38 billion in 2017 (Murdoch and Mckinsey, 2013). OOH advertising media represents a significant part of the overall share of advertising expenditure in various countries with Nigeria having the highest 30.6 % (Muller, 2013).

Due to its numerous advantages, marketers use Outdoor Advertisement (OA) as one of the preferred advertising means to get to the public. Most of them are the potential placement of the advertisement close to the point of sale, high frequency of exposure to regular commuters, high reach, twenty-four-hour presence, geographic flexibility for local advertisers, economic efficiency in terms of low production costs and low cost per thousand exposures, the visual impact from advertisement size and message creativity and brand awareness.  However, OA could become a visual pollutant when not used appropriately. Due to the aggressiveness of marketing firms and SMEs, the compounded effect of unregulated use of billboards, banners and posters often leads to visual pollution.

Portella (2016) defined visual pollution as a compounded effect of clutter, disorder, and excess of various objects and graphics in the landscape. Visual pollution is one of the hidden environmental pollutions that spread in the urban environment and have a negatively affect in our daily lives (Jana & De, 2015). According to Yilmaz and Saǧsöz (2011), visual pollution is considered as a cultural, physical and political study and it is a matter that is often dismissed as a policy issue because it is difficult to measure and depends on people’s tastes. It is also subject to far fewer regulations than more tangible environmental problems such as litter, air pollution, and noise (Portella, 2014). In general, the negative impact of OOH media oversaturation may be of concern to public life in various ways. OA could impact on mental health (Vardavas, Connolly & Kafatos, 2009) influence cultural consumption patterns (Gomez, 2013), planning  (Suditu, Valceanu, Dumbraveanu, Gheorghilas & Tentis, 2016), driver distraction (Dukic, Ahlstrom, Patten, Kettwich & Kircher, 2013; Decker, Stannard, McManus, Wittig, Sisiopiku & Stavrinos, 2015) and the visual quality of the landscape (Yunsu Moon, 2013; Portella,2014).  Besides, the outdoor advertisement affects negatively its industry with the excessive signs that block one another.

This chapter not only explains and describes the contribution of outdoor advertising to visual pollution in Ghana but also speaks to the environmentally responsible behaviour of individual or advertisers.  It further reveals the unseen and unspoken effects of the advertising business on the environment. It proposes different methods of measuring visual pollution within a dynamic and complex socio-cultural and political landscape. The Chapter further looks at the available policies and managerial practices to curtail the problem. Finally, this chapter proposes solutions that would benefit the main stakeholders, namely the advertisers, the city officials, city planners and the public. Few of the solutions are (i) to develop a complete inventory of OA, (ii) to map OA, (iii) to use permissible visual pollution threshold values defined to evaluating OA proposals and requests, (iv) to use web-monitoring tools for management purposes and to (v) develop stronger policies and bylaws that would back the actions to be taken.

This chapter has it worth in the environmental and economic management of urban cities. It will also contribute to enhancing Ghana’s effort towards achieving SDG 3 (Good health and wellbeing) & 11 (Sustainable cities and communities). Above all, this chapter is raising awareness of the harm outdoor advertisement is causing to the environment.

Part III – Contemporary Issues in Marketing Communications: Technology Perspectives

Chapter 9 – Technology and the Changing Communications Environment

Every institutional communication is carried out in its prescribed environment. The various communications activities institutions engage in tend to be affected by various forces/actors in the environment, positively or negatively (Kotler & Armstrong, 2013). Contributors to this chapter will examine the forces/actors that can affect the marketing communications efforts of a business. The chapter will provide an understanding of technological forces that affect IMC practice in emerging economy contexts.

 

Chapter 10 – Social Media Communication in Indonesia and Malaysia: Insights and Implications

Social media has been part of daily lives of people living in Indonesia and Malaysia, two major countries in the Southeast Asian region. WeAreSocial (2020) reported that almost 94% of Indonesian owned smart phones and about 160 million people (± 59% of its population) were active social media users in January 2020. The figures for Malaysia were 97% smart phone ownership and 26 million (± 81% of population) active social media users. An understanding of social media consumption in the region may provide important insights into how to develop effective social media communication strategies. Many people in these two countries are highly attached to their smart phones. For many consumers, it has been part of their rituals to ask for WiFi password when they are in public places (e.g., shopping malls, libraries, restaurants, etc.), take photos of their meals and upload them before start eating, and so forth. Many Indonesians and Malaysians turned to various social media platforms (such as Youtube and Instagram) to learn new skills (e.g., cooking, gardening, handicraft, computer software), share life hacks including recipes, and keep themselves entertained.

The real-time, 24/7, interactive, and borderless features of social media has attracted many people to stay up-to-date to relevant news and information. On the one hand, it is not uncommon for Indonesian and Malaysian consumers to rely on electronic word-of-mouth (e-WOM) in their online shopping via social media. That is why Youtubers, travel bloggers, and celegrams play an important role in consumer online decision making. On the other hand, consumers in the region tend to be susceptible to the dissemination of fake news (hoaxes) about almost all types of information: politics, health, gossips, entertainment, product and brand information, and so forth. They tend to easily forward and/or share news, photos, or videos without proper verification. This situation may pose significant challenges to the effective design, delivery, and evaluation of social media communication strategies.

With high social media penetration, it is only natural for firms to engage with consumers via social media marketing practices for many purposes, including public relations, corporation reputation, crowdfunding, relationship building, complaint handling, and e-WOM. In both Indonesia and Malaysia, social media usage by firms has been on the rise in the recent past. Both firms and brands across various industries, such as tourism, fashion and clothing, Food and Beverages (F&B) and medical services, engage with their audiences via social media platforms. The viral environment of social media platforms are used by both B2B and B2C firms to create brand communities, engage with customers, launch new brands, make sales, disseminate information, identify and reach target markets, increase traffic, recruit agents or middlemen and enhance competitive advantage. This book chapter aims to draw relevant and important insights from social media consumption in Indonesia and Malaysia by examining the “what, who, where, when, why, and how” of social media access, usage, and interaction. These insights will then used to propose significant managerial implications on how to build, maintain and extend effective social media communication strategies.

 

Part III – Concluding Thoughts

 

Chapter 11- Conclusions and Way Forward

Marketing communications in EEs has undergone tremendous developments in recent years. This is because of the heightening level of competition among firms as well as the current developments in technology. The chapter summarises the key insights from the various chapters and proposes a theoretical, managerial and policy way forward for the development of traditional and digital marketing communications in EEs. 

Contributors:Dr. Ewe Soo Yeong,

Monash University Malaysia, Malaysia

 

Prof Takalani E. Mudzanani

University of South Africa

 

Yao Azumah Dogbeda Mawulolo

ECOWAS Coastal & Marine Resources Management Centre, University of Ghana

 

Dr. Albert Adjei Anani-Bossman

Ghana Institute of Journalism, Ghana

 

Dr. Ike Tandoh

Ghana Institute of Journalism, Ghana

 

Prof. Abhishek Mishra

Indian Institute of Management, Indore, India

 

Professor Robert E Hinson

University of Ghana Business School

 

Isaac Coffie

University of Ghana Business School

 

Dr. Emmanuel Silva Quaye

Wits Business School, University of the Witwatersrand, South Africa

 

Dr. Mustapha Tosin Balogun

Lagos State University, Lagos, Nigeria

 

Dr. Fanny Saruchera

Namibia University of Science & Technology, Namibia

 

Dr. Olutayo Otubanjo

Lagos Business School, Lagos, Nigeria

 

Prof. Mauro Garcia Dominguez

Universidad Popular Autónoma del Estado de Puebla, Puebla, Mexico

 

Dr. Thomas Anning-Dorson

Wits Business School, University of the Witwatersrand

 

Prof. Anayo D. Nkamnebe

Nnamdi Azikiwe University, Nigeria

 

Bright Senanu

University of Ghana Business School

 

Prof. Fandy Tjiptono,

Victoria University Wellington, New Zealand

 

Ligia Trejo,

Florida International University

 

Prof. Ghazala Khan,

Monash University Malaysia, Malaysia

 

Nii Nookwei Tackie

University of Ghana Business School

 

Dr. Meenakshi Gujral

PyroQ Technovision Pvt. Ltd.

 

Dr. A. P. Dash

School of Management, Symbiosis University, Indore, India

O autorze

Thomas Anning-Dorson (PhD) works with the Wits Business School, University of the Witwatersrand, Johannesburg, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, and a fellow at McGill University, Canada, on the QES Program..

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.

Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia and serves as the Director of Institutional Research at the D'Youville College, New York. Henry has published several articles in reputable journals such as the International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing.

Albert Anani-Bossman (PhD) is a Lecturer at the faculty of Public relations, Advertising and Marketing at the Ghana Institute of Journalism. He is also a communication specialist with over 15 years’ experience in the field of communication. Dr. Anani-Bossman is a young academician who has published a number of articles in reputable journals.

 Meenakshi Gujral (PhD) is the Director, PyroQ Technovision (Metamorphose Learning through Innovation) and a visiting faculty at Amedkar University, Amity University. Over 15 years of experience in research and academics, in both national and international Universities - Delhi University, Amity University, University of  Witwatersrand, Regenesys, etc & also with agencies like the World Bank, Ministry of Health & family Welfare, Govt. of India, NCERT (National Council of Educational & Research Training), to name few..

Ayca Can Kirgiz (PhD) is an Associate Professor in different universities, including Istanbul Kent University, teaching Marketing, Brand Management, Sales Management and Integrated Marketing Communications. She has been working academically since 2005, and also serving the industry since 2012.. She is the author of “Green Marketing: A Case Study of the Sub-Industry in Turkey (Palgrave Macmillan). 

Blurb

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.

Thomas Anning-Dorson (PhD) works with the Wits Business School, University of the Witwatersrand, Johannesburg, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, and a fellow at McGill University, Canada, on the QES Program..

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.

Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia and serves as the Director of Institutional Research at the D'Youville College, New York. Henry has published several articles in reputable journals such as the International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing.

Albert Anani-Bossman (PhD) is a Lecturer at the faculty of Public relations, Advertising and Marketing at the Ghana Institute of Journalism. He is also a communication specialist with over 15 years’ experience in the field of communication. Dr. Anani-Bossman is a young academician who has published a number of articles in reputable journals.

 

Meenakshi Gujral (PhD) is the Director, PyroQ Technovision (Metamorphose Learning through Innovation) and a visiting faculty at Amedkar University, Amity University. Over 15 years of experience in research and academics, in both national and international Universities - Delhi University, Amity University, University of  Witwatersrand, Regenesys, etc & also with agencies like the World Bank, Ministry of Health & family Welfare, Govt. of India, NCERT (National Council of Educational & Research Training), to name few.. 

Ayca Can Kirgiz (PhD) is an Associate Professor in different universities, including Istanbul Kent University, teaching Marketing, Brand Management, Sales Management and Integrated Marketing Communications. She has been working academically since 2005, and also serving the industry since 2012.. She is the author of “Green Marketing: A Case Study of the Sub-Industry in Turkey (Palgrave Macmillan).