Marketing Cases from Emerging Markets

Mutum, Dilip (EDT)/ Roy, Sanjit Kumar (EDT)/ Kipnis, Eva (EDT)

Springer-Verlag Berlin and Heidelberg GmbH & Co. K（2016/08発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 167 p.
• 言語 ENG
• 商品コード 9783662511237
• DDC分類 381

Full Description

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.​

Contents

Introduction.- Socio-Cultural Influences.- Market Orientation and Brand Strategies.- Product Development and Market entry.- Marketing communications and Social Media Marketing.- Conclusion.