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Marketing Issues in Transitional Economies

Editors: Batra, Rajeev (Ed.)

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Hardcover $179.99
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Softcover $149.99
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  • ISBN 978-1-4613-7275-2
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About this book

As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns.
This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed.
Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.

Table of contents (16 chapters)

  • Marketing Issues and Challenges in Transitional Economies

    Batra, Rajeev

    Pages 3-35

  • Leaping Luxuries and Transitional Consumers

    Belk, Russell W.

    Pages 39-54

  • Resolving Consumption Disagreements in Mainland Chinese Families: An Inter-Generational Comparison

    Tse, David K. (et al.)

    Pages 55-71

  • Consumer Segmentation in China

    Schmitt, Bernd H.

    Pages 73-84

  • Value Priorities and Consumer Behavior in a Transitional Economy

    Burgess, Steven M. (et al.)

    Pages 85-105

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-1-4615-5009-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $179.99
price for USA in USD
  • ISBN 978-0-7923-8498-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $149.99
price for USA in USD
  • ISBN 978-1-4613-7275-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Marketing Issues in Transitional Economies
Editors
  • Rajeev Batra
Copyright
1999
Publisher
Springer US
Copyright Holder
Springer Science+Business Media New York
eBook ISBN
978-1-4615-5009-9
DOI
10.1007/978-1-4615-5009-9
Hardcover ISBN
978-0-7923-8498-4
Softcover ISBN
978-1-4613-7275-2
Edition Number
1
Number of Pages
IX, 287
Topics