Genevieve Bosah - Böcker

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.

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.

This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets.

This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets.

Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel.

Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel.

Offering insights into the integration of digital tools and AI in PR, the book explores the evolution of gender dynamics in leadership, the role of PR in addressing socio-environmental crises and stakeholder engagement.