Shop the Archives and get your next eBook for just 14.99! Stock up today >>

Strategic Marketing Issues in Emerging Markets

Editors: Adhikari, Atanu (Ed.)

  • Presents the latest perspectives from industry and academia
  • Covers the entire gamut of strategic marketing issues in emerging markets
  • Investigates actual business situations and coherently reflects on several business issues to provide a road map for marketing strategies
see more benefits

Buy this book

eBook $44.99
price for USA in USD (gross)
  • 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: August 8, 2018
  • ISBN 978-981-10-6505-7
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $59.99
price for USA in USD
  • 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: July 11, 2018
  • ISBN 978-981-10-6504-0
  • Free shipping for individuals worldwide
About this book

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context.

In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets’ dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience.

"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; and 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 32 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

About the authors

Dr. Atanu Adhikari is an Associate Professor at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the London Business School, UK. His areas of research include consumer choice behavior, experience product marketing, and strategic marketing issues. Atanu is actively involved in scholarly academic research and has published his research work in national and international peer-reviewed academic journals and edited books with Springer, John Wiley, Gower, Sage, Elsevier, and Taylor & Francis. His research work has been selected and presented at a number of top-level international conferences organized by Marketing Science, the Academy of Marketing Science, American Marketing Association, Royal Statistical Society, and similar academic forums in India, the USA, UK, France, Australia, Germany, Italy, and Singapore.

Buy this book

eBook $44.99
price for USA in USD (gross)
  • 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: August 8, 2018
  • ISBN 978-981-10-6505-7
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $59.99
price for USA in USD
  • 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: July 11, 2018
  • ISBN 978-981-10-6504-0
  • Free shipping for individuals worldwide
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Strategic Marketing Issues in Emerging Markets
Editors
  • Atanu Adhikari
Copyright
2018
Publisher
Springer Singapore
Copyright Holder
Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-10-6505-7
DOI
10.1007/978-981-10-6505-7
Hardcover ISBN
978-981-10-6504-0
Edition Number
1
Number of Pages
XVI, 372
Number of Illustrations and Tables
3 b/w illustrations, 30 illustrations in colour
Topics