Mutum / Ewe / Ghazali / Louis Vincent

Marketing Case Studies in Emerging Markets

Contemporary Multi-industry Issues and Best-practices

Springer

ISBN 978-3-031-51688-7

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69,54 €

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Bibliografische Daten

Fachbuch

Buch. Hardcover

2024

20 s/w-Abbildungen, 10 Farbabbildungen.

In englischer Sprache

Umfang: vi, 257 S.

Format (B x L): 15,5 x 23,5 cm

Verlag: Springer

ISBN: 978-3-031-51688-7

Produktbeschreibung

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.

Autorinnen und Autoren

Kundeninformationen

Discusses real-world examples of companies that have faced unique issues in emerging markets Helps in analyzing the strategies and tactics used by companies in these markets Offers a multi-industry perspective on best-practices helpful for strategy formation

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