Marketing Communications in Emerging Economies, Volume II, 1st ed. 2022
Conceptual Issues and Empirical Evidence
Palgrave Studies of Marketing in Emerging Economies Series

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.

1. Traditional and Contemporary Notions of Marketing Communications.- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix.- 3. Marketing Communication Planning for SMEs in Emerging Markets.- 4. Communicating Corporate Social Responsibility Initiatives: A focus on COVID-19.- 5. Ithemba lila nyuka (Hope is Rising): Responding to Customer Emotions during Uncertainties – Kelebogile Makhafola and Thomas Anning-Dorson.- 6. Perception of Integrated Marketing Communications practice: Evidence from rural and community banks.- 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory.- 8. Using Social Media Communication to Enact Brand Purpose During A Global Health Pandemic.- 9. Aesthetics Response to Point-of- Purchase Advertising and Purchase Inten-tions of Groceries.- 10. Analyzing the Use of Social Media Communication Strategies in Indonesia and Malaysia: Insights and Implications.- 11. Integrated Marketing Communications in Emerging Economies – Conclusions and Recommendations.

 

 

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, an

Aims to share fascinating perspectives on marketing communications Contains valuable lessons and insights on communicating corporate social responsibility Is a useful tool on marketing communication