Description
Strategic Marketing Cases in Emerging Markets, Softcover reprint of the original 1st ed. 2017
Coordinators: Adhikari Atanu, Roy Sanjit Kumar
Language: English
Subjects for Strategic Marketing Cases in Emerging Markets:
Publication date: 05-2017
Support: Print on demand
Publication date: 07-2018
Support: Print on demand
Description
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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.
Compiles unique case studies on strategic marketing and market orientation in emerging markets
Presents up-to-date and relevant marketing issues including strategic planning, implementation and controlling
Enhances each case study with active discussion topics and assignments
