Marketing Cases from Emerging Markets

Editors: Mutum, Dilip S., Roy, Sanjit, Kipnis, Eva (Eds.)

  • 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
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Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-642-36861-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $89.99
price for USA
  • ISBN 978-3-642-36860-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $89.99
price for USA
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: October 14, 2016
  • ISBN 978-3-662-51123-7
  • Free shipping for individuals worldwide
About this Textbook

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.​

About the authors

Dilip Mutum is a Lecturer in Marketing and Advertising at Coventry University Business School. He has worked with various organisations in different capacities including a short stint as the communications officer in an international NGO and as a sub-editor with a magazine company in Malaysia. An avid blogger, his research interests include social networking, electronic marketing and online consumer behaviour

Sanjit Kumar Roy is a Lecturer in Marketing at Coventry University, UK. His articles have appeared in Journal of Services Marketing (forthcoming), Journal of Brand Management (forthcoming), Managing Service Quality, International Journal of Bank Marketing, The Marketing Management Journal, Computers in Human Behaviour, Journal of Global Marketing, South Asian Journal of Management, and Case Studies in Business, Industry and Government Statistics. He was a Visiting Research Scholar at Bentley University, USA. He serves on the Editorial Board of International Journal of Bank Marketing and the Editorial Review Board of Journal of Indian Business Research. He has recently edited a special issue on India for International Journal of Bank Marketing.  He has attended and presented his research at some of the prestigious conferences on marketing. He has conducted a number of faculty development programmes on structural equation modelling in India.

Eva Kipnis is a Senior Lecturer in Marketing at Coventry Business School, Coventry University. Her research interests focus on the following interrelated areas such as cultural identities in multicultural marketplaces; cultural and multicultural branding; organisations in multicultural marketplaces, and implications of drug control policies on well-being of individuals across the drug supply chain. She is a founding member of the multicultural marketplaces research network, an active member of the Transformative Consumer Research movement, and has received funding from the European Commission (Framework 7) as a contributing partner on a project investigating the unintended consequences of counter-narcotic policies across a number of countries forming drug supply chain.

A Chartered Marketer, she has over 10 years of experience as practicing and consulting marketer in Central Asia (Kazakhstan) where she advised local and international organisations (such as Ispat Karmet – now Arcelor Mittal, Mobil Oil, Kontinent and MenStyle retails chains, and others) on their marketing and advertising strategies and activities. Her teaching responsibilities include Global Marketing Strategy, Advertising Psychology and Research Methods at undergraduate and postgraduate levels. Her work appeared in Journal of Business Research, Journal of Public Policy and Marketing, Journal of Marketing Management, Consumption Markets and Culture, Journal of Research for Consumers and Social Business.    

Table of contents (22 chapters)

  • Introduction

    Mutum, Dilip S.

    Pages 3-6

  • Introduction to Socio-Cultural Influences

    Tyrell, Julia

    Pages 9-11

  • Case Study 1: Mongoose Lager Beer Eyes up India

    Tyrell, Julia

    Pages 13-16

  • Case Study 2: KFC in China

    Yang, Hsiao-Pei (Sophie)

    Pages 17-23

  • Case Study 3: Lakme Pure Defense: An Antipollution Cream

    Adhikari, Atanu (et al.)

    Pages 25-29

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-642-36861-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $89.99
price for USA
  • ISBN 978-3-642-36860-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $89.99
price for USA
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: October 14, 2016
  • ISBN 978-3-662-51123-7
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
Marketing Cases from Emerging Markets
Editors
  • Dilip S. Mutum
  • Sanjit Roy
  • Eva Kipnis
Copyright
2014
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-36861-5
DOI
10.1007/978-3-642-36861-5
Hardcover ISBN
978-3-642-36860-8
Softcover ISBN
978-3-662-51123-7
Edition Number
1
Number of Pages
IX, 167
Number of Illustrations and Tables
6 b/w illustrations
Topics