Recently, emerging economies have contributed significantly to
world economic growth and output. The Research Handbook advances,
synthesises and expands the hitherto sparse publications on
marketing in emerging economies, investigating specific processes
and requirements, as well as the consequences of conducting
marketing in these challenging contexts. Addressing diverse issues
from a universal as well as regional and country specific
perspective, this book sheds light on general topics such as data
collection procedures equivalence and marketing accountability as
well as exploring specific contexts such as Central and Eastern
Europe and India. Comparing the ways in which marketing is
performed in emerging and advanced economies, the chapters explore
various aspects including business-to-business marketing
relationships, the role of multi-cultural markets in marketing,
retail marketing of multinational corporations, corporate social
responsibility and consumer loyalty. Timely and engaging, this
Research Handbook will appeal to students and scholars interested
in international business and marketing in emerging economies.
Business practitioners, managers and policy makers working in
emerging economies will also benefit from practical guidance on
both improving approaches to serving customers as well as creating
conducive environments for serving customers. Contributors include:
M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V.
Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N.
El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z.
Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A.
Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare,
M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V.
Zabkar
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