Marketing Cases from Emerging Markets

• Corporate Author: SpringerLink (Online service)
• Other Authors: Mutum, Dilip (Editor), Roy, Sanjit Kumar (Editor), Kipnis, Eva (Editor)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014.
• Subjects: Business.; Marketing.; Market research.; Leadership.; Globalization.; Markets.; Business and Management.; Emerging Markets/Globalization.; Business Strategy/Leadership.; Market Research/Competitive Intelligence.

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 ac...

Table of Contents:

• Introduction.- Socio-Cultural Influences
• Market Orientation and Brand Strategies
• Product Development and Market entry
• Marketing communications and Social Media Marketing
• Conclusion.