Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A focus on COVID-19 -- 5. Ithemba lila nyuka (Hope is Rising): Responding to Customer Emotions during Uncertainties – Kelebogile Makhafola and Thomas Anning-Dorson -- 6. Perception of Integrated Marketing Communications practice: Evidence from rural and community banks -- 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory -- 8. Using Social Media Communication to Enact Brand Purpose During A Global Health Pandemic -- 9. Aesthetics Response to Point-of- Purchase Advertising and Purchase Inten-tions of Groceries -- 10. Analyzing the Use of Social Media Communication Strategies in Indonesia and Malaysia: Insights and Implications -- 11. Integrated Marketing Communications in Emerging Economies – Conclusions and Recommendations. .