Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets. Thomas Anning-Dorson (PhD) is an Associate Professor of Marketing at the University of the Witwatersrand, South Africa.

Robert Ebo Hinson (PhD) is a Professor and Head of Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA).

Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK.

Ibn Kailan Abdul-Hamid (PhD) is a Lecturer at the University of Professional Studies, Accra, Ghana.

Autorentext

Thomas Anning-Dorson (PhD) is an Associate Professor of Marketing at the University of the Witwatersrand, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, UK, and a fellow at McGill University, Canada, on the QES Program. He is a Coordinator for Africa - Emerging Market Conference Board (Chaired by Prof Naresh Malhotra) and is the Chair for International Business Theory at the Academy of International Business (AIB) Africa Chapter. Before joining academia, Dr Anning-Dorson worked in the services sector and consulted for several corporate entities. He has published extensively on innovation management, strategy, value and marketing in emerging markets. Robert Ebo Hinson (PhD) is a Professor and Head of 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. 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.

Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Coffie previously lectured at Birkbeck College, University of London, UK, where he also obtained his PhD. His research interests are in marketing strategy in emerging/developing economies, strategic positioning, and branding in bottom of the pyramid markets, and services marketing. His recent publications are in academic journals and other outlets including: Journal of Strategic Marketing, Thunderbird International Business Review, Journal of Product and Brand Management, Journal of African Business, International Journal of Bank Marketing, The Routledge Companion to Contemporary Brand Management and Branding and Positioning in Base of the Pyramid Markets in Africa.

Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK. She has worked with media institutions, governments and NGOs and is proficient in qualitative research, capacity development, strategy development and implementation, as well as programme management, journalism, and strategic communications. Before moving to academia, Genevieve held positions in several different capacities and has consulted for international development projects sponsored by USAID and DFID, amongst others. She worked in management and communications consulting, successfully delivering solutions to complex communications needs for individuals, small businesses, and multinational companies.

Ibn Kailan Abdul-Hamid (PhD) is a Lecturer at the University of Professional Studies, Accra, Ghana. He is a Programme Coordinator for the MA in Brands and Communications Management at the University of Professional Studies, Accra, Ghana, and also serves as the Track Chair at the Academy of International Business (AIB) Africa Chapter. He has published in reputable journals and is interested in linking theory to practice in emerging markets.

Inhalt

Chapter 1. Traditional and Contemporary Notions of Marketing Communications (Genevieve Bosah) Chapter 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix (Ligia A. Trejo) Chapter 3. Marketing Communication Planning for SMEs in Emerging Markets (Bright Senanu & Thomas Anning-Dorson) Chapter 4. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19 (Trum Kojo Kakra & Richard Kwame Nimako) Chapter 5. Ithemba lilla nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties (Kelebogile Makhafola & Thomas Anning-Dorson) Chapter 6. Perception of Integrated Marketing Communications Practice: Evidence from Rural and Community Banks (Ike Tandoh, Nicholas Oppong Mensah & Albert Anani-Bossman) Chapter 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory (Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba & Robert Ebo Hinson) Chapter 8. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic (Charmaine du Plessis) Chapter 9. Aesthetics Response to Point-of-Purchase Advertising and Purchase Inten-tions of Groceries (Kojo Kakra Twum, Andrews Agya Yalley, Kwamena Minta Nyarku, Masud Ibra-him & Godwyn Manful) Chapter 10. Analyzing the Use of Social Media CommunicatioN Strategies in Indonesia and Malaysia: Insights and Implications (Fandy Tjiptono, Ghazala Khan & Ewe Soo Yeong) Chapter 11. Integrated Marketing Communications in Emerging Economies - Conclusions and Recommendations