紀錄類型: |
書目-電子資源
: Monograph/item
|
正題名/作者: |
Marketing communications and brand development in emerging economies./ edited by Ogechi Adeola, Robert E. Hinson, A M Sakkthivel. |
其他題名: |
Contemporary and future perspectives |
其他作者: |
Adeola, Ogechi. |
出版者: |
Cham :Springer International Publishing : : 2022., |
面頁冊數: |
xxv, 311 p. :ill., digital ;24 cm. |
內容註: |
1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN -- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE -- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana -- 5. Sponsorship: Practices and Benefits in Emerging Markets -- 6. Sports Communications in South American: The Case of the Soccer World Cup -- 7. Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands -- 8. Health and Lifestyle Branding -- 9. Personal Branding -- 10. Neuromarketing: The Role of the Executive Function in Consumer Behaviour -- 11. The Future of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing -- 12. Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Enterprising Markets. |
Contained By: |
Springer Nature eBook |
標題: |
Branding (Marketing) - Developing countries. - |
電子資源: |
https://doi.org/10.1007/978-3-030-88678-3 |
ISBN: |
9783030886783 |