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portada Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices
Type
Physical Book
Publisher
Author
Language
English
Pages
257
Format
Hardcover
Dimensions
23.4 x 15.6 x 1.6 cm
Weight
0.54 kg.
ISBN13
9783031516887
Edition No.
2024th
Categories

Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices

Mutum, Dilip S. ; Ewe, Soo Yeong ; Ghazali, Ezlika M. (Author) · Springer · Hardcover

Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices - Mutum, Dilip S. ; Ewe, Soo Yeong ; Ghazali, Ezlika M.

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Synopsis "Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices"

There is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. As a result, companies in these markets face different challenges and opportunities. Unfortunately, there is a lack of marketing cases from these markets. This book presents actual real-world marketing cases in these markets offering an in-depth look at some of the issues faced by companies in different industries. It is hoped that the cases would serve as valuable reference material for academics, students, professionals in marketing, business strategy, and other related fields as well as policymakers, to better understand the challenges of these markets, and develop strategies to succeed in them.

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