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...

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...

Part 1. DIGITAL INNOVATION AND VALUE CREATION -- Chapter 1. E-commerce and Globalization: A Bibliometric Review of 24 Years of Research -- Chapter 2. Drones in the Digital Transformation of Healthcare Delivery in Africa -- Chapter 3. Validating Digital Value from Digital Technology Adoption for...