Strategic Marketing Cases in Emerging Markets

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.

• Case Studies
• Emerging Economies
• Marketing Orientation
• Services Industry
• Strategic Competitive Advantage
• Strategic Marketing Dynamics
• Strategic Planning

“Strategic Marketing Cases in Emerging Markets is a timely work which I believe has successfully addressed the long-standing need for a suitable case book capturing diverse Strategic Marketing issues in transitional economies. These issues are currently generating a great deal of interest amongst marketing students, academics and practitioners, who I am sure will find this book useful.” (Professor Ali Quazi, University of Canberra, Australia)

“Anyone interested in the challenges of global marketing will find this book of immense interest and value. If offers case studies from a range of countries and industry sectors which together provide an excellent insight into how to ensure that marketing strategies are effective in emerging markets.” (Professor James Devlin, University of Nottingham, UK)

“Sanjit and Atanu have compiled a very concise but broad collection of case studies that will be extremely relevant for academics and researchers who focus on emerging markets.” (Professor G. Shainesh, Indian Institute of Management, Bangalore, India)

“This is a fascinating set of insights, for students and practitioners alike. Timely pointers and suggestions for best practice emerge throughout this smartly selected set of cases. Well worth dipping into or adopting for courses exploring international marketing, marketing strategy, consumer behaviour or strategic management.” (Professor Lyndon Simkin, Coventry University, UK)

“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, 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 34 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)

• Department of Marketing, Indian Institute of Management Kozhikode, Kozhikiode, India

  Atanu Adhikari

• Department of Marketing (M263), The University of Western Australia, Perth, WA, Australia

  Sanjit Kumar Roy

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. 

Policies and ethics