Marketing Communications

“This book is a map for brand managers in today’s fast-changing theatre of marketing communications.”

“This book is a map for brand managers in today’s fast-changing theatre of marketing communications.”
—Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana

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.

This book provides critical insights into marketing communications and brand development in a business landscape transformed by an evolving digital environment, increasing industrialisation with associated environmental hazards, and the global Covid-19 pandemic. Organisations that strategically align with these realities are positioned to communicate their offerings effectively.

Essentials of Marketing Communications 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications

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.