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

doi:10.1007/978-3-030-81337-6_1

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

University of the Witwatersrand, Johannesburg
University of Ghana Business School
GIMPA
University of Hertfordshire
University of Professional Studies, Accra

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-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 language	English
Title of host publication	Palgrave Studies of Marketing in Emerging Economies
Publisher	Palgrave Macmillan
Pages	1-9
Number of pages	9
DOIs	https://doi.org/10.1007/978-3-030-81337-6_1
Publication status	Published - 2022
Externally published	Yes

Publication series

Name	Palgrave Studies of Marketing in Emerging Economies
Volume	Part F3549
ISSN (Print)	2730-5554
ISSN (Electronic)	2730-5562

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Conceptual Issues
Corporate Social Responsibility
Emerging Economies
Empirical Evidence
Marketing Communications

Access to Document

10.1007/978-3-030-81337-6_1

Cite this

Anning-Dorson, T., Hinson, R. E., Coffie, S., Bosah, G., & Abdul-Hamid, I. K. (2022). Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence. In Palgrave Studies of Marketing in Emerging Economies (pp. 1-9). (Palgrave Studies of Marketing in Emerging Economies; Vol. Part F3549). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-81337-6_1

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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",

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booktitle = "Palgrave Studies of Marketing in Emerging Economies",

}

Anning-Dorson, T, Hinson, RE, Coffie, S, Bosah, G & Abdul-Hamid, IK 2022, Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence. in Palgrave Studies of Marketing in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies, vol. Part F3549, Palgrave Macmillan, pp. 1-9. https://doi.org/10.1007/978-3-030-81337-6_1

Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence. / Anning-Dorson, Thomas; Hinson, Robert E.; Coffie, Stanley et al.
Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, 2022. p. 1-9 (Palgrave Studies of Marketing in Emerging Economies; Vol. Part F3549).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Introduction to Marketing Communications in Emerging Economies

T2 - Conceptual Issues and Empirical Evidence

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AU - Hinson, Robert E.

AU - Coffie, Stanley

AU - Bosah, Genevieve

AU - Abdul-Hamid, Ibn Kailan

PY - 2022

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AB - 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.

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KW - Corporate Social Responsibility

KW - Emerging Economies

KW - Empirical Evidence

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M3 - Chapter

AN - SCOPUS:85207460587

T3 - Palgrave Studies of Marketing in Emerging Economies

SP - 1

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BT - Palgrave Studies of Marketing in Emerging Economies

PB - Palgrave Macmillan

ER -

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

Abstract

Publication series

UN SDGs

Keywords

Access to Document

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