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...

Table of Contents:

• Nestlé in Mexico: The Good Food Versus the Good Life Dilemma
• Tanishq: Bringing Jewellery to Daily Life
• ABC India Limited
• Diageo in Turkey: The Lion's Milk Versus Global Spirits
• To Switch or Not to Switch: Madhu's Dilemma
• Funmax 4D Animation Theatre
• Managing Social Media Communications at Garanti Bank
• Revolution Ventures
• M-PESA: A Disruptive Innovation from a Developing Country, Kenya
• Irrway - A Green Personal Mobility Solution
• Citrus Ventures - Distressed Asset Specialist. .