Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence

Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

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

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.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages1-9
Number of pages9
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3549
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Conceptual Issues
  • Corporate Social Responsibility
  • Emerging Economies
  • Empirical Evidence
  • Marketing Communications

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