Gerrila Marketing Volume

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.

“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

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation.

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

This first volume of "Research in Competence-Based Management (RCBM)" signals the launch of a long-awaited outlet for peer-reviewed research papers contributing to advancement of competence-based management theory.