Strategic Marketing Cases in Emerging Markets

• Corporate Author: SpringerLink (Online service)
• Other Authors: Adhikari, Atanu (Editor), Roy, Sanjit Kumar (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Subjects: Business.; Marketing.; Globalization.; Markets.; Service industries.; Business and Management.; Services.; Emerging Markets/Globalization.

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 strat...