Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence

This book discusses the shift in the power of public relations, highlights how small and local businesses use communication effectively, and provides valuable lessons on communicating corporate social responsibility, effective social media communication, enacting brand purpose, and using aesthetics in point-of-purchase advertising. 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.

Format: Paperback / softback
Length: 299 pages
Publication date: 19 December 2022
Publisher: Springer Nature Switzerland AG

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this comprehensive volume aims to delve into captivating perspectives on marketing communications by exploring the transformative shift in the power dynamics of public relations. It also sheds light on how small and local businesses effectively harness communication to enhance performance and share valuable lessons on how to communicate hope in the face of uncertainties. The book offers invaluable insights and practical strategies for communicating corporate social responsibility, leveraging effective social media communication, enacting brand purpose through communication, and utilizing aesthetics in point-of-purchase advertising to drive purchase intention. As the first of its kind, it highlights key conceptual issues and provides critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers, and businesses alike will find this book an indispensable resource for enhancing their understanding of marketing communication in these dynamic markets.

Introduction:
The field of marketing communication has undergone significant transformations in recent years, driven by the rapid growth of emerging economies. As these nations continue to expand and evolve, they have become increasingly important global players, with their unique challenges and opportunities. This volume seeks to capitalize on the expertise of multi-disciplinary scholars from emerging economies, who bring a wealth of knowledge and experience to the table. By discussing the shift in the power of public relations and highlighting how small and local businesses effectively utilize communication to improve performance, we aim to provide valuable insights and practical strategies for marketing communication in these dynamic markets.
Shift in the Power of Public Relations:
Public relations has traditionally been a key tool for businesses to build and maintain their reputation and engage with their stakeholders. However, the landscape of public relations has undergone a significant shift in recent years. With the rise of social media and the increasing importance of consumer-driven communication, public relations has become more decentralized and fragmented. Businesses now need to adapt to this new reality by engaging with their stakeholders on a more personal and authentic level.
Small and Local Businesses:
Small and local businesses face unique challenges in the marketing communication landscape. They often have limited resources and budgets, which can make it difficult to compete with larger corporations. However, they also have the advantage of being able to engage with their customers on a more personal and intimate level. By leveraging social media and other digital channels, small and local businesses can effectively communicate their values, products, and services to their target audience.
Effective Communication Strategies:
To communicate effectively in the age of emerging economies, businesses need to adopt a multi-faceted approach. They should focus on building strong relationships with their customers by providing exceptional customer service and responding to their feedback and concerns. They should also use storytelling and visual communication to convey their brand message and engage with their audience on an emotional level.
Corporate Social Responsibility:
Corporate social responsibility (CSR) has become an increasingly important aspect of marketing communication in emerging economies. Businesses are recognizing the importance of being socially responsible and environmentally sustainable, and they are using communication to convey their commitment to these values. CSR can help businesses build trust with their customers and differentiate themselves from their competitors.
Effective Social Media Communication:
Social media has become an essential tool for marketing communication in emerging economies. Businesses can use social media to reach a wide audience, engage with their customers, and build brand awareness. However, effective social media communication requires a strategic approach. Businesses should focus on creating engaging content, leveraging influencers, and using social media analytics to measure their performance.
Enacting Brand Purpose through Communication:
Brand purpose has become a key focus for many businesses in emerging economies. Businesses are using communication to convey their brand purpose and connect with their customers on a deeper level. Brand purpose can help businesses build loyalty and trust with their customers and differentiate themselves from their competitors.
Utilizing Aesthetics in Point-of-Purchase Advertising:
Aesthetics in point-of-purchase advertising can play a significant role in driving purchase intention. Businesses can use visual cues such as color, packaging, and design to create a memorable and engaging brand experience. Aesthetics can also help businesses create a sense of urgency and encourage customers to make a purchase.
Conclusion:
In conclusion, the field of marketing communication in emerging economies is rapidly evolving. Businesses need to adapt to the changing landscape by adopting a multi-faceted approach that focuses on building strong relationships with their customers, leveraging social media and other digital channels, enacting brand purpose through communication, and utilizing aesthetics in point-of-purchase advertising. By doing so, businesses can succeed in these dynamic markets and build a strong reputation for their brand.

Weight: 427g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030813390
Edition number: 1st ed. 2022