Conclusion and way forward for marketing communications in emerging economies

Date

2021

Author

Anning-Dorson, Thomas
Hinson, Robert E.
Boateng, Henry
Anani-Bossman, Albert
Kırgız, Ayça Can
Gujral, Meenakshi

Metadata

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Citation

Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (2021). Conclusion and Way Forward for Marketing Communications in Emerging Economies. In: Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (eds) Marketing Communications in Emerging Economies, Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham.

Abstract

In the information age coupled with the shifting power from organizations and brands to customers understanding the interwoven nexus between customer valueCustomer value creation and profitability is integral for firm survival and growth.

Source

Marketing Communications in Emerging Economies, Volume I

Volume

F3548

URI

https://link.springer.com/chapter/10.1007/978-3-030-81329-1_11
https://doi.org/10.1007/978-3-030-81329-1_11
https://hdl.handle.net/20.500.12780/1080

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