Marketing Communications and Brand Development: An Introduction

Ogechi Adeola; Robert E. Hinson; A. M. Sakkthivel

doi:10.1007/978-3-030-88678-3_1

Marketing Communications and Brand Development: An Introduction

Ogechi Adeola, Robert E. Hinson, A. M. Sakkthivel

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

Abstract

Interest in marketing communications and brand development has increased in recent years due to the proliferation of products, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for individuals, firms, and nations to understand contemporary issues in marketing to enable them to compete effectively and create value for consumers and stakeholders. This introductory chapter provides a background to the theory and practice of marketing communications and brand development in emerging market contexts and introduces contemporary issues related to these themes, as discussed in the book.

Original language	English
Title of host publication	Palgrave Studies of Marketing in Emerging Economies
Publisher	Palgrave Macmillan
Pages	3-15
Number of pages	13
DOIs	https://doi.org/10.1007/978-3-030-88678-3_1
Publication status	Published - 2022
Externally published	Yes

Publication series

Name	Palgrave Studies of Marketing in Emerging Economies
Volume	Part F3553
ISSN (Print)	2730-5554
ISSN (Electronic)	2730-5562

Keywords

Brand development
Contemporary perspectives
Emerging markets
Marketing communications
Technology

UN SDGs

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

Access to Document

10.1007/978-3-030-88678-3_1

Cite this

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title = "Marketing Communications and Brand Development: An Introduction",

abstract = "Interest in marketing communications and brand development has increased in recent years due to the proliferation of products, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for individuals, firms, and nations to understand contemporary issues in marketing to enable them to compete effectively and create value for consumers and stakeholders. This introductory chapter provides a background to the theory and practice of marketing communications and brand development in emerging market contexts and introduces contemporary issues related to these themes, as discussed in the book.",

keywords = "Brand development, Contemporary perspectives, Emerging markets, Marketing communications, Technology",

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AU - Hinson, Robert E.

AU - Sakkthivel, A. M.

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PY - 2022

Y1 - 2022

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AB - Interest in marketing communications and brand development has increased in recent years due to the proliferation of products, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for individuals, firms, and nations to understand contemporary issues in marketing to enable them to compete effectively and create value for consumers and stakeholders. This introductory chapter provides a background to the theory and practice of marketing communications and brand development in emerging market contexts and introduces contemporary issues related to these themes, as discussed in the book.

KW - Brand development

KW - Contemporary perspectives

KW - Emerging markets

KW - Marketing communications

KW - Technology

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BT - Palgrave Studies of Marketing in Emerging Economies

PB - Palgrave Macmillan

ER -

Marketing Communications and Brand Development: An Introduction

Abstract

Publication series

Keywords

UN SDGs

Access to Document

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