@inbook{ef0e7074a07e4b129ca909cb62c0595b,
title = "Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence",
abstract = "This chapter sets the scene for this volume by discussing conceptual issues of marketing communications. It highlights that marketing communication is critical to the survival and growth of brands and entities operating within emerging economies. It starts by explaining why managing different stakeholder audiences is crucial to successful communications and highlights how critical it is for firms to adopt the integrated marketing communication approach. The chapter further shows some empirical evidence on the marketing communication practices in emerging markets. The chapter ends with a synopsis of the various themes and topics discussed in the book chapters.",
keywords = "Conceptual Issues, Corporate Social Responsibility, Emerging Economies, Empirical Evidence, Marketing Communications",
author = "Thomas Anning-Dorson and Hinson, {Robert E.} and Stanley Coffie and Genevieve Bosah and Abdul-Hamid, {Ibn Kailan}",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",
year = "2022",
doi = "10.1007/978-3-030-81337-6_1",
language = "English",
series = "Palgrave Studies of Marketing in Emerging Economies",
publisher = "Palgrave Macmillan",
pages = "1--9",
booktitle = "Palgrave Studies of Marketing in Emerging Economies",
}