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Adhikari / Roy

Strategic Marketing Cases in Emerging Markets

Softcover reprint of the original 1st ed. 2017 2018. Buch. x, 166 S.: 18 s/w-Abbildungen, 33 Farbabbildungen, Bibliographien. Softcover
Springer ISBN 978-3-319-84679-8
Format (B x L): 15,5 x 23,5 cm
Gewicht: 2759 g
In englischer Sprache
This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.
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Webcode: beck-shop.de/cftctm
Compiles unique case studies on strategic marketing and market orientation in emerging markets Presents up-to-date and relevant marketing issues including strategic planning, implementation and controlling Enhances each case study with active discussion topics and assignments
Herausgegeben von: link iconAtanu Adhikari und link iconSanjit Kumar Roy