Browsing by Author "Anning-Dorson, Thomas"

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Conclusion and way forward for marketing communications in emerging economies

Anning-Dorson, Thomas; Hinson, Robert E.; Boateng, Henry; Anani-Bossman, Albert; Kırgız, Ayça Can; Gujral, Meenakshi (Palgrave Macmillan, 2021)

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 ...
Introduction to marketing communications: Setting the scene for emerging economies

Anning-Dorson, Thomas; Hinson, Robert E.; Boateng, Henry; Anani-Bossman, Albert; Kırgız, Ayça Can; Gujral, Meenakshi (Palgrave Macmillan, 2021)

This chapter sets the scene for this volume by discussing foundational issues of marketing communications. The chapter provides an introduction to all the issues in this book and highlights what readers should expect. The ...