Marketing Communications in Emerging Economies, Volume II

1. Front Matter

   Pages i-xxii

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2. Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence

   • Thomas Anning-Dorson, Robert E. Hinson, Stanley Coffie, Genevieve Bosah, Ibn Kailan Abdul-Hamid

   Pages 1-9

3. Traditional and Contemporary Notions of Marketing Communications

   • Genevieve Bosah

   Pages 11-35

4. Power Shift: Analyzing the Changing Role of Public Relations in the Marketing Mix

   • Ligia A. Trejo

   Pages 37-63

5. Marketing Communication Planning for SMEs in Emerging Markets

   • Bright Senanu, Thomas Anning-Dorson

   Pages 65-92

6. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19

   • Kojo Kakra Twum, Richard Kwame Nimako

   Pages 93-123

7. Ithemba Lila Nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties

   • Kelebogile Makhafola, Thomas Anning-Dorson

   Pages 125-140

8. Perception of Marketing Communication Practice: Evidence from Rural and Community Banks

   • Isaac Tandoh, Nicholas Oppong Mensah, Albert Anani-Bossman

   Pages 141-173

9. Exploring Drivers of Performance in Advertising Firms in Ghana: A Perspective of Attribution Theory

   • Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba, Robert E. Hinson

   Pages 175-198

10. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic

    • Charmaine du Plessis

    Pages 199-222

11. Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries

    • Kojo Kakra Twum, Andrews Agya Yalley, Kwamena Minta Nyarku, Masud Ibrahim, Godwyn Manful

    Pages 223-246

12. Analyzing the Use of Social Media Communication Strategies in Indonesia and Malaysia: Insights and Implications

    • Fandy Tjiptono, Ghazala Khan, Ewe Soo Yeong

    Pages 247-275

13. Marketing Communications in Emerging Economies: Conclusions and Recommendations

    • Stanley Coffie, Thomas Anning-Dorson, Robert E. Hinson, Genevieve Bosah, Albert Anani-Bossman

    Pages 277-296

14. Back Matter

    Pages 297-299

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Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.

• Marketing mix
• communications
• social media
• Developing countries
• International marketing
• emerging economies
• marketing communications
• empirical evidence
• corporate social responsibility
• conceptual issues
• public relations
• traditional marketing
• digital marketing
• co-creation
• integrated marketing communications
• communication process
• CSR communications
• covid-19
• CSR communication strategy

• School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa

  Thomas Anning-Dorson

• Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana

  Robert E. Hinson

• Ghana Institute of Management and Public, Accra, Ghana

  Stanley Coffie

• University of Hertfordshire, Hatfield, UK

  Genevieve Bosah

• University of Ghana Business School, University of Ghana, Accra, Ghana

  Ibn Kailan Abdul-Hamid

Thomas Anning-Dorson (PhD) is an Associate Professor of Marketing at the University of the Witwatersrand, South Africa. He also serves as a Researcher with The Fairwork Foundation, Oxford Internet Institute, University of Oxford, UK, and a fellow at McGill University, Canada, on the QES Program. He is a Coordinator for Africa – Emerging Market Conference Board (Chaired by Prof Naresh Malhotra) and is the Chair for International Business Theory at the Academy of International Business (AIB) Africa Chapter. Before joining academia, Dr Anning-Dorson worked in the services sector and consulted for several corporate entities. He has published extensively on innovation management, strategy, value and marketing in emerging markets.

Robert Ebo Hinson (PhD) is a Professor and Head of Department of Marketing and Entrepreneurship at the University of Ghana Business School. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. He has also served as the Rector of the Perez University College in Ghana. Professor Hinson has for the last twenty-two years, consulted for, and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international institutions.

Stanley Coffie (PhD) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Coffie previously lectured at Birkbeck College, University of London, UK, where he also obtained his PhD. His research interests are in marketing strategy in emerging/developing economies, strategic positioning, and branding in bottom of the pyramid markets, and services marketing. His recent publications are in academic journals and other outlets including: Journal of Strategic Marketing, Thunderbird International Business Review, Journal of Product and Brand Management, Journal of African Business, International Journal of Bank Marketing, The Routledge Companion to Contemporary Brand Management and Branding and Positioning in Base of the Pyramid Markets in Africa.

Genevieve Bosah (PhD) is a Researcher and Lecturer at the Department of Media and Communications, University of Hertfordshire, UK. She has worked with media institutions, governments and NGOs and is proficient in qualitative research, capacity development, strategy development and implementation, as well as programme management, journalism, and strategic communications. Before moving to academia, Genevieve held positions in several different capacities and has consulted for international development projects sponsored by USAID and DFID, amongst others. She worked in management and communications consulting, successfully delivering solutions to complex communications needs for individuals, small businesses, and multinational companies.