Business & Economics Books:

Strategic Marketing Cases in Emerging Markets

Format

Hardback

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Strategic Marketing Cases in Emerging Markets
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Description

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.

Author Biography

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
Contributors
Edited by Atanu Adhikari Edited by Sanjit Kumar Roy
Country of Publication
Switzerland
Edition
1st ed. 2017
Illustrations
33 Illustrations, color; 18 Illustrations, black and white; X, 166 p. 51 illus., 33 illus. in color.
Imprint
Springer International Publishing AG
Pages
166
Dimensions
155x235x11
ISBN-13
9783319515434
Product ID
26407548

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