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This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.
Atanu Adhikari is an Associate Professor at Indian Institute of Management Kozhikode.
Sanjit Kumar Roy is Assistant Professor of Marketing at the University of Western Australia, Australia.
Release date Australia
May 10th, 2017
Edited by Atanu Adhikari
Edited by Sanjit Kumar Roy
Country of Publication
1st ed. 2017
33 Illustrations, color; 18 Illustrations, black and white; X, 166 p. 51 illus., 33 illus. in color.
Springer International Publishing AG
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