Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives, Adeola Ogechi, Hinson Robert E., Sakkthivel A. M.
Описание: 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.
Описание: To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.
Название: Contemporary Perspectives on Corporate Marketing ISBN: 1138206067 ISBN-13(EAN): 9781138206069 Издательство: Taylor&Francis Рейтинг: Цена: 7961.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas.
Описание: Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book.
Автор: Sheth, Jagdish N. Sisodia, Rajendra S. Название: Does marketing need reform?: fresh perspectives on the future ISBN: 0765616998 ISBN-13(EAN): 9780765616999 Издательство: Taylor&Francis Рейтинг: Цена: 8573.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Collects the insights of a group of leading marketing thinkers and practitioners who are committed to restoring marketing`s timeless values. This book aims to set an agenda for a generation of marketing principles. It seeks to understand and explain how and why marketing has veered off course in order to steer it back in the right direction.
Описание: Many governments in developing nations are finding it nearly impossible to address challenges posed to their countries, including poverty, disease, and high levels of youth unemployment. Thus, social entrepreneurs are attempting to address these social challenges through the creation of social enterprises. However, further research is needed as to what social entrepreneurship is and how these enterprises can utilize and formulate marketing strategies. Strategic Marketing for Social Enterprises in Developing Nations provides innovative insights for an in-depth understanding of where marketing and social entrepreneurship interact, providing clarity as to what social entrepreneurship is as an organizational offering, what drives social entrepreneurship, and the formulation of marketing strategies for social enterprises. Highlighting topics such as income generating, marketing management, and media dependency theory, it is designed for managers, entrepreneurial advisors, entrepreneurs, industry professionals, practitioners, researchers, academicians, and students.
Описание: 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
Автор: Mogaji Emmanuel, Adeola Ogechi, Adisa Isaiah Название: Green Marketing in Emerging Economies: A Communications Perspective ISBN: 303082571X ISBN-13(EAN): 9783030825713 Издательство: Springer Рейтинг: Цена: 22359.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising.
Автор: Brent Smith, Amiram Porath Название: Global Perspectives on Contemporary Marketing Education ISBN: 1466697849 ISBN-13(EAN): 9781466697843 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 27720.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Considers the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace.
Chapter 1: Marketing Brands in Africa: An Introduction
This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic.
Tentative Lead Contributor: Dr Samuelson Appau
PART 1: PRACTICAL PERSPECTIVES
Chapter 2: Branding Start-ups in Africa
There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the "Silicon Savannah" of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa.
Tentative Lead Contributor: Mr Sydney Sam
Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa
Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibбсez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images.
Tentative Lead Contributor: Mr Kevin Okyere
Chapter 4: Branding and Marketing Religious Organizations in Africa
It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an "incurably religious" culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion.
Tentative Lead Contributor: Professor Asonzeh Ukah
Chapter 5: Visit Africa: Place Branding in Africa
Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations.
Tentative Lead Contributor: Dr Arinze Nwoba
Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa
Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of
Автор: Kitchen Philip J., Tourky Marwa E. Название: Integrated Marketing Communications: A Global Brand-Driven Approach ISBN: 303076415X ISBN-13(EAN): 9783030764159 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner.
Автор: Des Freedman, Jonathan Obar, Cheryl Martens, Robert W. McChesney Название: Strategies for Media Reform: International Perspectives ISBN: 0823271641 ISBN-13(EAN): 9780823271641 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 15675.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Media reform plays an increasingly important role in the struggle for social justice. As battles are fought over the future of investigative journalism, media ownership, spectrum management, speech rights, broadband access, network neutrality, the surveillance apparatus, and digital literacy, what effective strategies can be used in the pursuit of effective media reform? Prepared by thirty-three scholars and activists from more than twenty-five countries, Strategies for Media Reform focuses on theorizing media democratization and evaluating specific projects for media reform. This edited collection of articles offers readers the opportunity to reflect on the prospects for and challenges facing campaigns for media reform and gathers significant examples of theory, advocacy, and activism from multinational perspectives.
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