Marketing in the Dark

How Multinational Brands Communicate in the "Media Dark Regions" of Developing Countries

von Jonathan Hill

170 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9781482882087
• Sprache: Englisch
• Erscheinungsdatum: 17.12.2018
• Größe: 229 x 152 mm
• Verlag: Partridge Publishing Singapore