Strategic Marketing Cases in Emerging Markets

Atanu Adhikari (u. a.)

ISBN 10: 3319846795 / ISBN 13: 9783319846798

Published by Springer, 2018

About this Item

Strategic Marketing Cases in Emerging Markets | Atanu Adhikari (u. a.) | Taschenbuch | x | Englisch | 2018 | Springer | EAN 9783319846798 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.

Seller Inventory # 114238553

Bibliographic Details

• Title: Strategic Marketing Cases in Emerging Markets
• Publisher: Springer
• Publication Date: 2018
• Language: English
• ISBN 10: 3319846795
• ISBN 13: 9783319846798
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 235W x 155H x 10D millimeters 235 millimeters width by 155 millimeters height by 10 millimeters depth
• Weight: 277 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

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.

About the Author

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.