Promotional Practices and Perspectives from Emerging Markets

This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers.

With the objective to ensure sustainable growth, there is a need for multinationals belonging to and working in emerging economies to learn best practices and continuously evolve. To conduct business in both urban and rural areas, marketing and promotions are potent tools when applied correctly to portray the right brand image. The book studies recent trends and developments in promotional practices as business strategy, sustainability, and innovation across businesses, including retail, textile, and digital technology. It highlights the path that managers should take in order to better understand the potential of distinct market segments and take marketing managerial decisions accordingly.

This book will be useful to scholars and researchers of marketing, management studies, business management, financial management, business economics, international business, finance, digital technologies, development studies, and economics. It will also interest policymakers and practitioners in the field.

Sudhir Rana is Associate Professor in College of Healthcare Management and Economics at the Gulf Medical University, Ajman, UAE.

Avinash K Shrivastava is Assistant Professor at International Management Institute, Kolkata, West Bengal, India.

Sachin Kumar Raut is a full-time doctoral scholar in the Department of Marketing at Fortune Institute of International Business, New Delhi, India, and Cotutelle Doctoral Scholar in the Department of Business and Law at the University of Agder, Norway.