Marketing in the Dark: How Multinational Brands Communicate in the "Media Dark Regions" of Developing Countries (Paperback) (ISBN-13: 9781482882087)

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.

Author: Jonathan Hill
ISBN-10: 1482882086
ISBN-13: 9781482882087
Publisher: Partridge Publishing Singapore
Language: English
Published: 12/17/2018
Pages: 170
Format: Paperback
Weight: 0.57lbs
Size: 9.00h x 6.00w x 0.39d