Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives

This edited book provides insight into issues shaping marketing communications and brand development in a changing world, with emphasis on emerging economies. Through conceptual and empirical studies, the authors in this book discuss how brands and organisations can communicate their offerings in a time of crisis, build customer engagement, and ensure satisfaction. Recognising the complexity of marketing in today’s evolving world, this introductory chapter lays the foundation for the three major themes of the book—marketing communications and technology, branding and marketing communications during a pandemic (COVID-19), and corporate social responsibility and sustainability management in a changing world. This chapter introduces the key concepts and themes in the book and identifies current market realities, which businesses in emerging markets must be aware of to survive and thrive during a crisis.