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MARKETING IN THE DARK: How multinational brands communicate in the “media dark regions” of developing countries - Couverture souple

Hill, Jonathan

 
9781482882087: MARKETING IN THE DARK: How multinational brands communicate in the “media dark regions” of developing countries
Couverture souple
ISBN 10 : 1482882086 ISBN 13 : 9781482882087
Editeur : PartridgeSingapore, 2018

Synopsis

The communication techniques used by people and organisations have changed beyond recognition in barely two decades. For many, it is difficult to imagine a world without the internet, social media and smartphones. As a result, marketers have been presented with a profusion of technology to target customers. This research study looks at the markedly different communications landscape in developing nations, where multinationals cannot assume the availability of modern-day marketing communications tools, basic infrastructure, or that consumers are literate. Marketing in the Dark examines the methods used to reach consumers in the world’s “media dark regions” with an emphasis on Unilever’s Project Shakti in India.

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Éditeur
PartridgeSingapore
Date d'édition
2018
Langue
anglais
ISBN 10 
1482882086
ISBN 13 
9781482882087
Reliure
Broché
Nombre de pages
170
Coordonnées du fabricant
non disponible
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