Strategic Marketing Cases in Emerging Markets (Hardcover)

Strategic Marketing Cases in Emerging Markets By Atanu Adhikari (Editor), Sanjit Kumar Roy (Editor) Cover Image
By Atanu Adhikari (Editor), Sanjit Kumar Roy (Editor)
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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.

About the Author

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.

Product Details
ISBN: 9783319515434
ISBN-10: 3319515438
Publisher: Springer
Publication Date: May 10th, 2017
Pages: 166
Language: English