Research Handbook of Marketing in Emerging Economies PDF Download
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Author: Marin A. Marinov
Publisher: Edward Elgar Publishing
ISBN: 1784713171
Category :
Languages : en
Pages : 328
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Book Description
Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.
Author: Marin A. Marinov
Publisher: Edward Elgar Publishing
ISBN: 1784713171
Category :
Languages : en
Pages : 328
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Book Description
Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.
Author: Subhash C. Jain
Publisher: Edward Elgar Publishing
ISBN: 1849806128
Category : Business & Economics
Languages : en
Pages : 433
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Book Description
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.
Author: Atanu Adhikari
Publisher: Springer Nature
ISBN: 9811587876
Category : Business & Economics
Languages : en
Pages : 195
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Book Description
This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.
Author: Himadri Roy Chaudhuri
Publisher: Springer Nature
ISBN: 9811545146
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices. This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity.
Author: Tarun Khanna
Publisher: Harvard Business Press
ISBN: 1422157865
Category : Business & Economics
Languages : en
Pages : 261
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Book Description
The best way to select emerging markets to exploit is to evaluate their size or growth potential, right? Not according to Krishna Palepu and Tarun Khanna. In Winning in Emerging Markets, these leading scholars on the subject present a decidedly different framework for making this crucial choice. The authors argue that the primary exploitable characteristic of emerging markets is the lack of institutions (credit-card systems, intellectual-property adjudication, data research firms) that facilitate efficient business operations. While such "institutional voids" present challenges, they also provide major opportunities-for multinationals and local contenders. Palepu and Khanna provide a playbook for assessing emerging markets' potential and for crafting strategies for succeeding in those markets. They explain how to: · Spot institutional voids in developing economies, including in product, labor, and capital markets, as well as social and political systems · Identify opportunities to fill those voids; for example, by building or improving market institutions yourself · Exploit those opportunities through a rigorous five-phase process, including studying the market over time and acquiring new capabilities Packed with vivid examples and practical toolkits, Winning in Emerging Markets is a crucial resource for any company seeking to define and execute business strategy in developing economies.
Author: Kelvin Joseph Bwalya
Publisher:
ISBN: 9781466603264
Category : Electronic government information
Languages : en
Pages : 758
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Book Description
"This book is a collection of knowledge on contemporary experiences on technological, societal and legal setups of e-Government implementation in emerging economies"--Provided by publisher.
Author: Atanu Adhikari
Publisher: Springer
ISBN: 9811065055
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets’ dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. "This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners." -- Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association "This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 32 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book." -- Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA.
Author: Frank Horwitz
Publisher: Edward Elgar Publishing
ISBN: 1781955018
Category : Business & Economics
Languages : en
Pages : 523
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Book Description
The economic growth of emerging markets has been unparalleled in recent history, accounting for 50 per cent of global economic output. Despite this reality, this much-needed Handbook is the first contemporary book on human resource management (HRM) res
Author: Hemant Merchant
Publisher: Edward Elgar Publishing
ISBN: 1782546367
Category : Business & Economics
Languages : en
Pages : 416
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Book Description
The Handbook brings together leading scholars in international business as well as other disciplines to contribute state-of-the-art thinking on emerging markets. The volume extends theoretical and conceptual thinking, looks at operational practices and their implications and provides a research agenda to move the field forward. Contributors include a mix of new and established authors from around the world, for a diverse and current set of scholarly perspectives on emerging markets. Combining academic and operationally focused chapters, they offer a multifaceted, in-depth look at specific geographies and functional areas to enrich our understanding of emerging markets. This energetic and varied look at a burgeoning field will be an invaluable resource for academics and for students at the post-doctoral, PhD and MBA levels.
Author: Atanu Adhikari
Publisher: Springer
ISBN: 9783319846798
Category : Business & Economics
Languages : en
Pages : 166
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Book Description
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.
