03404nam a22005655i 4500 978-3-642-36861-5 DE-He213 20210618115235.0 cr nn 008mamaa 130902s2014 gw | s |||| 0|eng d 9783642368615 978-3-642-36861-5 10.1007/978-3-642-36861-5 doi HF5410-5417.5 KJS bicssc BUS043000 bisacsh KJS thema KJSM thema 658.8 23 Marketing Cases from Emerging Markets [electronic resource] / edited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis. 1st ed. 2014. Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014. IX, 167 p. 6 illus. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda 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. Marketing. Globalization. Markets. Leadership. Market research. Marketing. https://scigraph.springernature.com/ontologies/product-market-codes/513000 Emerging Markets/Globalization. https://scigraph.springernature.com/ontologies/product-market-codes/525010 Business Strategy/Leadership. https://scigraph.springernature.com/ontologies/product-market-codes/515010 Market Research/Competitive Intelligence. https://scigraph.springernature.com/ontologies/product-market-codes/513030 Mutum, Dilip. editor. edt http://id.loc.gov/vocabulary/relators/edt Roy, Sanjit Kumar. editor. edt http://id.loc.gov/vocabulary/relators/edt Kipnis, Eva. editor. edt http://id.loc.gov/vocabulary/relators/edt SpringerLink (Online service) Springer Nature eBook Printed edition: 9783642368622 Printed edition: 9783642368608 Printed edition: 9783662511237 https://doi.org/10.1007/978-3-642-36861-5 ZDB-2-SBE ZDB-2-SXBM Business and Economics (SpringerNature-11643) Business and Management (R0) (SpringerNature-43719)