Marketing Cases From Emerging Markets by Dilip MutumMarketing Cases From Emerging Markets by Dilip Mutum

Marketing Cases From Emerging Markets

byDilip MutumEditorSanjit Kumar Roy, Eva Kipnis

Paperback | August 27, 2016

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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 academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.
Dilip Mutum is a Lecturer in Marketing and Advertising at Coventry University Business School. He has worked with various organisations in different capacities including a short stint as the communications officer in an international NGO and as a sub-editor with a magazine company in Malaysia. An avid blogger, his research interests in...
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Title:Marketing Cases From Emerging MarketsFormat:PaperbackDimensions:167 pages, 23.5 × 15.5 × 0.17 inPublished:August 27, 2016Publisher:Springer NatureLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3662511231

ISBN - 13:9783662511237

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Table of Contents

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