Mutum, Dilip, Roy, Sanjit Kumar, Kipnis, Eva (Eds.)
2014, IX, 167 p. 6 illus.
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Unique case studies from emerging markets with up to date and relevant marketing issues
Provides value-add to marketing teaching materials by using real case studies related to marketing and business contexts in emerging markets
Each topic presents detailed case studies as well as short case studies suitable for both classroom discussions or for use in exams
Inquisitive questions accompany each case study to enable classroom discussions
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.
Content Level »Upper undergraduate
Keywords »BRICS - Developing countries - Emerging markets - International business - International marketing - Marketing strategy