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Marketing Cases from Emerging Markets [electronic resource] / edited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis.

Contributor(s): Mutum, Dilip [editor.] | Roy, Sanjit Kumar [editor.] | Kipnis, Eva [editor.] | SpringerLink (Online service).
Material type: materialTypeLabelBookPublisher: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014Description: IX, 167 p. 6 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783642368615.Subject(s): Business | Marketing | Market research | Leadership | Globalization | Markets | Business and Management | Marketing | Emerging Markets/Globalization | Business Strategy/Leadership | Market Research/Competitive IntelligenceAdditional physical formats: Printed edition:: No titleDDC classification: 658.8 Online resources: Click here to access online
Contents:
Introduction.- Socio-Cultural Influences -- Market Orientation and Brand Strategies -- Product Development and Market entry -- Marketing communications and Social Media Marketing -- Conclusion.
In: Springer eBooksSummary: Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.
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Introduction.- Socio-Cultural Influences -- Market Orientation and Brand Strategies -- Product Development and Market entry -- Marketing communications and Social Media Marketing -- Conclusion.

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.

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