Can I read Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE on EtoBox?

Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE by Gouher Ahmed; Anas Abudaqa; C. Jayachandran; Yam Limbu; Rashed Alzahmi is a book available to read on EtoBox.

What is Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE about?

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emer

Author

Gouher Ahmed; Anas Abudaqa; C. Jayachandran; Yam Limbu; Rashed Alzahmi

Publisher

Springer International Publishing : Imprint : Palgrave Macmillan

Published

2022

Language

EN

ISBN

9783030955809

Subjects

Marketing, Business, Management