Research Handbook of Marketing in Emerging Economies PDF Download

Author: Marin A. Marinov
Publisher: Edward Elgar Publishing
ISBN: 1784713171
Category :
Languages : en
Pages : 328

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Book Description
Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & 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 and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.

Author: Atanu Adhikari
Publisher: Springer Nature
ISBN: 9811587876
Category : Business & Economics
Languages : en
Pages : 195

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Book Description
This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.

Author: Emmanuel Mogaji
Publisher: Palgrave Macmillan
ISBN: 9783030825744
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.

Author: Frederica Brooksworth
Publisher: Springer Nature
ISBN: 303107078X
Category : Business & Economics
Languages : en
Pages : 296

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Book Description
This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.

Author: Thomas Anning-Dorson
Publisher: Springer Nature
ISBN: 3030813290
Category : Business & Economics
Languages : en
Pages : 318

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Book Description
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Author: Tarun Khanna
Publisher: Harvard Business Press
ISBN: 1422157865
Category : Business & Economics
Languages : en
Pages : 261

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Book Description
The best way to select emerging markets to exploit is to evaluate their size or growth potential, right? Not according to Krishna Palepu and Tarun Khanna. In Winning in Emerging Markets, these leading scholars on the subject present a decidedly different framework for making this crucial choice. The authors argue that the primary exploitable characteristic of emerging markets is the lack of institutions (credit-card systems, intellectual-property adjudication, data research firms) that facilitate efficient business operations. While such "institutional voids" present challenges, they also provide major opportunities-for multinationals and local contenders. Palepu and Khanna provide a playbook for assessing emerging markets' potential and for crafting strategies for succeeding in those markets. They explain how to: · Spot institutional voids in developing economies, including in product, labor, and capital markets, as well as social and political systems · Identify opportunities to fill those voids; for example, by building or improving market institutions yourself · Exploit those opportunities through a rigorous five-phase process, including studying the market over time and acquiring new capabilities Packed with vivid examples and practical toolkits, Winning in Emerging Markets is a crucial resource for any company seeking to define and execute business strategy in developing economies.

Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3030886786
Category : Business & Economics
Languages : en
Pages : 322

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Book Description
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

Author: Mehmet Demirbag
Publisher: Edward Elgar Publishing
ISBN: 1782545018
Category : Business & Economics
Languages : en
Pages : 304

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Book Description
The Handbook of Emerging Market Multinational Corporations focuses on why emerging market multinationals internationalize, how they do so and the advantages they explore and exploit as they internationalize. The Handbook highlights the requirement for

Author: Himadri Roy Chaudhuri
Publisher: Springer Nature
ISBN: 9811545146
Category : Business & Economics
Languages : en
Pages : 312

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Book Description
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices. This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity.

Author: Andrei Panibratov
Publisher: Taylor & Francis
ISBN: 1317447484
Category : Business & Economics
Languages : en
Pages : 422

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Book Description
Emerging economies are expected to be in the driver's seat of the global economy in the medium and long term. Large multinational corporations will account for much of this activity. In this textbook, Andrei Panibratov explains how emerging market firms accumulate and exploit market knowledge to develop competitive advantages whilst operating globally. Chapters dedicated to the key emerging economies - Brazil, Russia, India and China (BRIC) - are enhanced by detailed case studies of large firms’ activities. The book is divided into four parts, focusing on the following: An outline of the relevant terminology and the context of the international strategy of emerging market firms, providing an introductory foundation for the whole book. A guide to the evolution of perspectives regarding international strategy, designed to illustrate the changes and trends in the recent academic research on internationalization. A country-by-country illustration of the internationalization of BRIC economies and firms, providing an overall picture of each country’s global integration, outward investments, and strategies. The concepts and practices behind the strategies employed by different firms. Written by an established international business scholar, this book is essential reading for students of international strategy who wish to understand the importance of the emerging economies.