Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives

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

doi:10.1007/978-3-030-95581-6_1

Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives

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

2 Citations (Scopus)

Abstract

This edited book provides insight into issues shaping marketing communications and brand development in a changing world, with emphasis on emerging economies. Through conceptual and empirical studies, the authors in this book discuss how brands and organisations can communicate their offerings in a time of crisis, build customer engagement, and ensure satisfaction. Recognising the complexity of marketing in today’s evolving world, this introductory chapter lays the foundation for the three major themes of the book—marketing communications and technology, branding and marketing communications during a pandemic (COVID-19), and corporate social responsibility and sustainability management in a changing world. This chapter introduces the key concepts and themes in the book and identifies current market realities, which businesses in emerging markets must be aware of to survive and thrive during a crisis.

Original language	English
Title of host publication	Palgrave Studies of Marketing in Emerging Economies
Publisher	Palgrave Macmillan
Pages	3-21
Number of pages	19
DOIs	https://doi.org/10.1007/978-3-030-95581-6_1
Publication status	Published - 2022
Externally published	Yes

Publication series

Name	Palgrave Studies of Marketing in Emerging Economies
Volume	Part F3555
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
COVID-19 Pandemic
Changing world
Corporate Social Responsibility
Emerging economies
Marketing communications

Access to Document

10.1007/978-3-030-95581-6_1

Cite this

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title = "Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives",

abstract = "This edited book provides insight into issues shaping marketing communications and brand development in a changing world, with emphasis on emerging economies. Through conceptual and empirical studies, the authors in this book discuss how brands and organisations can communicate their offerings in a time of crisis, build customer engagement, and ensure satisfaction. Recognising the complexity of marketing in today{\textquoteright}s evolving world, this introductory chapter lays the foundation for the three major themes of the book—marketing communications and technology, branding and marketing communications during a pandemic (COVID-19), and corporate social responsibility and sustainability management in a changing world. This chapter introduces the key concepts and themes in the book and identifies current market realities, which businesses in emerging markets must be aware of to survive and thrive during a crisis.",

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

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language = "English",

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

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Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives. / Adeola, Ogechi; Hinson, Robert E.; Sakkthivel, A. M.
Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, 2022. p. 3-21 (Palgrave Studies of Marketing in Emerging Economies; Vol. Part F3555).

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

TY - CHAP

T1 - Marketing Communications and Brand Development in a Changing World

T2 - Introduction, Issues, and Perspectives

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

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AB - This edited book provides insight into issues shaping marketing communications and brand development in a changing world, with emphasis on emerging economies. Through conceptual and empirical studies, the authors in this book discuss how brands and organisations can communicate their offerings in a time of crisis, build customer engagement, and ensure satisfaction. Recognising the complexity of marketing in today’s evolving world, this introductory chapter lays the foundation for the three major themes of the book—marketing communications and technology, branding and marketing communications during a pandemic (COVID-19), and corporate social responsibility and sustainability management in a changing world. This chapter introduces the key concepts and themes in the book and identifies current market realities, which businesses in emerging markets must be aware of to survive and thrive during a crisis.

KW - Brand development

KW - COVID-19 Pandemic

KW - Changing world

KW - Corporate Social Responsibility

KW - Emerging economies

KW - Marketing communications

UR - https://www.scopus.com/pages/publications/85197799980

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DO - 10.1007/978-3-030-95581-6_1

M3 - Chapter

AN - SCOPUS:85197799980

T3 - Palgrave Studies of Marketing in Emerging Economies

SP - 3

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BT - Palgrave Studies of Marketing in Emerging Economies

PB - Palgrave Macmillan

ER -

Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives

Abstract

Publication series

UN SDGs

Keywords

Access to Document

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