Strategic Marketing Issues in Emerging Markets

• Corporate Author: SpringerLink (Online service)
• Other Authors: Adhikari, Atanu (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Subjects: Marketing.; Globalization.; Markets.; Leadership.; Emerging Markets/Globalization.; Business Strategy/Leadership.

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...

Table of Contents:

• Chapter 1. Introduction
• SECTION I: Strategic Elements of Marketing in Emerging Market
• Chapter 2. Data Driven Marketing Strategy
• Chapter 3. Use of Budgeting in Marketing Strategy
• SECTION II: Marketing Mix Elements in Emerging Market
• Chapter 4. Decades in Marketing Strategy and Digital Channel
• SECTION III: Consumer decision-making processes
• Chapter 5. Customer engagement strategy in emerging market
• SECTION IV: Marketing in Business to Business Market in Emerging Economies
• SECTION V: Dark Side of Emerging Markets.