Marketing Communications in Emerging Economies, Volume I : Foundational and Contemporary Issues

Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- Chapter 2 Customer Value and Marketing Communications -- Chapter 3 Cultural Values and Marketing Communications in Emerging Markets -- Chapter 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets -- Chapter 5 Analysing the influence of public relations in the integrated marketing communication process -- Chapter 6 The Antecedents and Consequences of Brand Hate: A Review Of Current Literature -- Chapter 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies - Isaac Coffie & Robert Hinson -- Chapter 8 Visual Pollution through Excessive Outdoor Advertisements -- Chapter 9 Radio Advertising and Bank Customers’ Purchase Intention: Evidence from an Emerging Economy -- Chapter 10 Technology and the Changing Communications Environment -- Chapter 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies. .