Abstract
Interest in marketing communications and brand development has increased in recent years due to the proliferation of products, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for individuals, firms, and nations to understand contemporary issues in marketing to enable them to compete effectively and create value for consumers and stakeholders. This introductory chapter provides a background to the theory and practice of marketing communications and brand development in emerging market contexts and introduces contemporary issues related to these themes, as discussed in the book.
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Adeola, O., Hinson, R.E., Sakkthivel, A.M. (2022). Marketing Communications and Brand Development: An Introduction. In: Adeola, O., Hinson, R.E., Sakkthivel, A.M. (eds) Marketing Communications and Brand Development in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-88678-3_1
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