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

Pan-Atlantic University
University of Kigali
Skyline University College

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

1 Citation (Scopus)

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

UN SDGs

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

SDG 12 Responsible Consumption and Production

Keywords

Brand development
Contemporary perspectives
Emerging markets
Marketing communications
Technology

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",

author = "Ogechi Adeola and Hinson, \{Robert E.\} and Sakkthivel, \{A. M.\}",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",

year = "2022",

doi = "10.1007/978-3-030-88678-3\_1",

language = "English",

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

publisher = "Palgrave Macmillan",

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TY - CHAP

T1 - Marketing Communications and Brand Development

T2 - An Introduction

AU - Adeola, Ogechi

AU - Hinson, Robert E.

AU - Sakkthivel, A. M.

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.

PY - 2022

Y1 - 2022

N2 - 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.

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

UR - https://www.scopus.com/pages/publications/85207439968

U2 - 10.1007/978-3-030-88678-3_1

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

M3 - Chapter

AN - SCOPUS:85207439968

T3 - Palgrave Studies of Marketing in Emerging Economies

SP - 3

EP - 15

BT - Palgrave Studies of Marketing in Emerging Economies

PB - Palgrave Macmillan

ER -

Marketing Communications and Brand Development: An Introduction

Abstract

Publication series

UN SDGs

Keywords

Access to Document

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