Introduction to Marketing Communications: Setting the Scene for Emerging Economies

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

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

Abstract

This chapter sets the scene for this volume by discussing foundational issues of marketing communications. The chapter provides an introduction to all the issues in this book and highlights what readers should expect. The introductory chapter highlights the importance of understanding the emerging economies (EEs) context within the broader marketing and management field. It highlights the growing importance of this market and how the world of business is shifting our attention to emerging markets. It further highlights why it is essential to focus on EEs in marketing communication theory and practice.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages1-11
Number of pages11
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

Keywords

  • Contemporary marketing communication
  • Cultural context
  • Emerging economies
  • Integrated marketing communications

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