Marketing Communications and Brand Development in Emerging Economies Volume I

“This book is a map for brand managers in today’s fast-changing theatre of marketing communications.”

—Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana

“This book covers contemporary topics in marketing along with relevant examples and theoretical lenses.”

—Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India 

“The coverage of chapters from different parts of the world makes this book a truly global one.”

—Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea

Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes.

Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. 

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

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