Marketing Cases from Emerging Markets
(Sprache: Englisch)
This book features case studies related to marketing and business contexts in emerging markets. These will help students understand the issues unique to these markets (including BRIC countries) and to understand the dynamics of these countries.
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Produktdetails
Produktinformationen zu „Marketing Cases from Emerging Markets “
This book features case studies related to marketing and business contexts in emerging markets. These will help students understand the issues unique to these markets (including BRIC countries) and to understand the dynamics of these countries.
Klappentext zu „Marketing Cases from Emerging Markets “
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.
Inhaltsverzeichnis zu „Marketing Cases from Emerging Markets “
Introduction.- Socio-Cultural Influences.- Market Orientation and Brand Strategies.- Product Development and Market entry.- Marketing communications and Social Media Marketing.- Conclusion.
Autoren-Porträt
Dr. 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 include social networking, electronic marketing and online consumer behaviour Dr. Sanjit Kumar Roy is a Lecturer in Marketing at Coventry University, UK. His articles have appeared in Journal of Services Marketing (forthcoming), Journal of Brand Management (forthcoming), Managing Service Quality, International Journal of Bank Marketing, The Marketing Management Journal, Computers in Human Behaviour, Journal of Global Marketing, South Asian Journal of Management, and Case Studies in Business, Industry and Government Statistics. He was a Visiting Research Scholar at Bentley University, USA. He serves on the Editorial Board of International Journal of Bank Marketing and the Editorial Review Board of Journal of Indian Business Research. He has recently edited a special issue on India for International Journal of Bank Marketing. He has attended and presented his research at some of the prestigious conferences on marketing. He has conducted a number of faculty development programmes on structural equation modelling in India.
Bibliographische Angaben
- 2013, IX, 167 Seiten, Masse: 16 x 24,1 cm, Gebunden, Englisch
- Herausgegeben: Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis
- Verlag: Springer, Berlin
- ISBN-10: 3642368603
- ISBN-13: 9783642368608
- Erscheinungsdatum: 16.09.2013
Sprache:
Englisch
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