Synopsis
Presents the latest perspectives from industry and academia
Covers the entire gamut of strategic marketing issues in emerging markets
Investigates actual business situations and coherently reflects on several business issues to provide a road map for marketing strategies
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
Dr. Atanu Adhikari is a Professor of Marketing at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the London Business School, UK. His areas of research include consumer choice behavior, experience product marketing, and strategic marketing issues. Atanu is actively involved in scholarly academic research and has published his research work in national and international peer-reviewed academic journals and edited books with Springer, John Wiley, Gower, Sage, Elsevier, and Taylor & Francis. His research work has been selected and presented at a number of top-level international conferences organized by Marketing Science, the Academy of Marketing Science, American Marketing Association, Royal Statistical Society, and similar academic forums in India, the USA, UK, France, Australia, Germany, Italy, and Singapore.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Strategic Marketing Issues in Emerging Markets.
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Singapore, Springer., 2018
ISBN 10 : 9811065047
ISBN 13 : 9789811065040
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Strategic Marketing Issues in Emerging Markets (eng)
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Strategic Marketing Issues in Emerging Markets
Edité par
Springer Nature Singapore Aug 2018, 2018
ISBN 10 : 9811065047
ISBN 13 : 9789811065040
Neuf
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Buch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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 nearlyevery 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. 388 pp. Englisch. N° de réf. du vendeur 9789811065040
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STRATEGIC MARKETING ISSUES IN EMERGING MARKETS-
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Strategic Marketing Issues in Emerging Markets
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Springer Singapore, 2018
ISBN 10 : 9811065047
ISBN 13 : 9789811065040
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Dr. Atanu Adhikari is a Professor of Marketing at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the Lo. N° de réf. du vendeur 157732706
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Strategic Marketing Issues in Emerging Markets
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Strategic Marketing Issues in Emerging Markets
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Springer Nature Singapore, 2018
ISBN 10 : 9811065047
ISBN 13 : 9789811065040
Ancien ou d'occasion
Couverture rigide
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Gebundene Ausgabe. Etat : Sehr gut. Gebraucht - Sehr gut SG - Ungelesenes Mängelexemplar, gestempelt, mit leichten Lagerspuren - 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. N° de réf. du vendeur INF1000548207
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