Marketing Communications in Emerging Economies, Volume II : Conceptual Issues and Empirical Evidence /: Conceptual Issues and Empirical Evidence. (2022)

• Record Type: Book
• Further Information: Note: Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid.
• Editors: Anning-Dorson, Thomas; Hinson, Robert E; Coffie, Stanley; Bosah, Genevieve; Abdul-Hamid, Ibn Kailan
• Contents: Chapter 1. Traditional and Contemporary Notions of Marketing Communications (Genevieve Bosah) Chapter 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix (Ligia A. Trejo) Chapter 3. Marketing Communication Planning for SMEs in Emerging Markets (Bright Senanu & Thomas Anning-Dorson) Chapter 4. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19 (Trum Kojo Kakra & Richard Kwame Nimako) Chapter 5. Ithemba lilla nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties (Kelebogile Makhafola & Thomas Anning-Dorson) Chapter 6. Perception of Integrated Marketing Communications Practice: Evidence from Rural and Community Banks (Ike Tandoh, Nicholas Oppong Mensah & Albert Anani-Bossman) Chapter 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory (Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba & Robert Ebo Hinson) Chapter 8. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic (Charmaine du Plessis) Chapter 9. Aesthetics Response to Point-of-Purchase Advertising and Purchase Inten-tions of Groceries (Kojo Kakra Twum, Andrews Agya Yalley, Kwamena Minta Nyarku, Masud Ibra-him & Godwyn Manful) Chapter 10. Analyzing the Use of Social Media CommunicatioN Strategies in Indonesia and Malaysia: Insights and Implications (Fandy Tjiptono, Ghazala Khan & Ewe Soo Yeong) Chapter 11. Integrated Marketing Communications in Emerging Economies - Conclusions and Recommendations.
• Publisher Details: Cham : Palgrave Macmillan
• Publication Date: 2022
• Copyright Date: 2022
• Extent: 1 online resource (299 pages)
• Subjects: Business; Business & Economics -- International -- General; Market research; Management science; Marketing; Globalization; Markets; Business & Economics -- Marketing -- General; Sales & marketing
• Languages: English
• ISBNs: 9783030813376
• Related ISBNs: 9783030813369
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.