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 media, penetration
and loyalty strategies and innovation, and other strategy issues in
the marketing context. In addition, the book focuses on creating,
communicating, and delivering customer value to emerging market
consumers through diverse marketing strategies, processes, and
programs in the context of emerging markets' dynamics, consumer
diversity, and competitors. Bringing together contributors from
industry and academia to explore key marketing issues prevalent in
India and other emerging economies, the book offers a unique and
insightful read for a global audience. "This book, edited by Dr.
Atanu Adhikari, offers important analytical and managerial insights
into consumer behavior, firm strategy, market dynamics and
marketing instruments (price, promotion, distribution and product).
While marketing and management disciplines have developed useful
empirical generalizations, the context is critical. This book does
exactly that -- place the generalized results in the context of
emerging markets and India. Accordingly, this is a valuable
resource for scholars and practitioners." -- Dr. Gurumurthy
Kalyanaram, Professor, City University of New York, USA and Tata
Institute of Social Sciences, Mumbai, India; US Editor,
International Journal of Learning and Change; and President, MIT
South Asian Alumni Association "This book is a must-read for anyone
interested in marketing to less-developed countries. While the
focus of the chapters is on India, the lessons learned can be
generally applied. The 32 chapters represent comprehensive coverage
of nearly every topic related to marketing with many examples. Any
manager interested in doing business in emerging markets,
Professors who want a better knowledge of these markets, or
students who want an excellent reference should acquire this book."
-- Dr. Russell S. Winer, William Joyce Professor of Marketing,
Stern School of Business, New York University, USA.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
