Conclusion and Way Forward for Marketing Communications in Emerging Economies

Thomas Anning-Dorson, Robert E. Hinson, Henry Boateng, Albert Anani-Bossman, Ayca Can Kirgiz, Meenakshi Gujral

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

In the information age coupled with the shifting power from organizations and brands to customers understanding the interwoven nexus between customer valueCustomer value creation and profitability is integral for firm survival and growth.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages293-296
Number of pages4
DOIs
Publication statusPublished - 2021
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3548
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

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