"This book is a map for brand managers in today's fast-changing theatre of marketing communications."

-Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana

"This book covers contemporary topics in marketing along with relevant examples and theoretical lenses."

-Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India

"The coverage of chapters from different parts of the world makes this book a truly global one."

-Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea

Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes.

Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria.

Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda.

A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.

Autorentext

Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. Her multi-dimensional research focuses on the advancement of knowledge across the intersection of marketing, tourism, and gender studies. Her research has been published in top international journals, including Annals of Tourism Research, Tourism Management, Journal of Business Research, Industrial Marketing Management, International Marketing Review, and Psychology and Marketing. Her co-authored articles won Best Paper Awards at international conferences for four consecutive years (2016 - 2019). She is a 2016 Visiting International Fellow, Open University Business School, UK and a 2017 Paul R. Lawrence Fellow, USA. She is also the Academic Director of LBS Sales & Marketing Academy. Her international marketing consultancy experience spans Africa, Asia, the UK, and the USA. Robert E. Hinson is Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. He has also served as the Rector of the Perez University College in Ghana and holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and another in Marketing from the University of Ghana. Professor Hinson has for the last twenty-two years, consulted for and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international institutions.

A M Sakthivel is Professor of Marketing at Skyline University College, UAE. He holds a PhD in Business Administration (Marketing) from Utkal University (Equalised under MOE, UAE), Bhubaneswar, India. He also has done certification of EEC (Entrepreneurship Educator Course) with Honors from Stanford University, USA, IIM Bangalore and National Entrepreneurship Network, India, MBA in Marketing and Finance and BBM in Marketing and Finance from Bharathiar University, India. He has 24 years of academic, industry, research, consulting and training experience. He was a Expert Panel Member, Member of Jury, for TATA Hottest Startups, NEN Global, Executive Member, Entrepreneurial Task Force, CII, Tamil Nadu, India, Panel and board member for many leading national and international universities. He conducted programmes for senior and middle level executives (SIFY, CITI Group, FORD, Technip, Savorit Foods, EPPENDORF etc.). He consulted leading government and private organisations such as Indian Railways, SSA, Tamil.

Klappentext

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

Inhalt

Chapter 1. Marketing Communications and Brand Development - An Introduction (Ogechi Adeola, Robert E. Hinson & A. M. Sakthivel) Contemporary Perspectives on Marketing Communications and Brand Development - Destination Brand Management and Bran Avoidance Chapter 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN (Mohd Raziff Jamaluddin, Mohd Hafiz Mohd Hanafiah & Daryl Ace V. Cornell)The growth of the travel and tourism industry has outpaced that of the global economy for the ninth consecutive year since 2010. Destination competitiveness using travel and tourism indicators is a subject that has been studied for over 30 years in academia. This chapter explores various destination marketing concepts introduced by previous scholars that sparked discussion on the progress of destination marketing especially presenting several popular frameworks that were adopted by the previous scholars. The unpredictable and uncertain nature of the tourism industry makes it challenging for destination marketers to prepare for inevitable changes and allocations that would benefit both demand and supply. Sustainable marketing is one of the popular topics in recent years due to the unpredictability situation. The travel industry is adapting to changes in the tourism ecosystem, and it will continue to do so for the foreseeable future. Digital marketing is becoming increasingly critical for Destina…