Leveraging digital marketing and integrated marketing communications for brand building in emerging markets
Amrita Chakraborty and Varsha Jain
| Year of publication: |
2022
|
|---|---|
| Authors: | Chakraborty, Amrita ; Jain, Varsha |
| Published in: |
Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives. - Cham : Springer International Publishing, ISBN 978-3-030-88678-3. - 2022, p. 281-305
|
| Subject: | Digital marketing | Branding | Emerging markets | Integrated marketing communication | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Schwellenländer | Emerging economies | Markenführung | Brand management | Marktintegration | Market integration |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-030-88678-3_13 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013274643