Marketing Cases from Emerging Markets [Hardcover]

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues.?This case study book addresses that need. It is also?important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries)?to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.This book features case studies related to marketing and business contexts in emerging markets. These will help students understand the issues unique to these markets (including BRIC countries) and to understand the dynamics of these countries.Introduction.-?Socio-Cultural Influences.- Market?Orientation and Brand Strategies.- Product Development and Market entry.- Marketing communications and Social Media Marketing.- Conclusion.

Dilip Mutum?is a Lecturer in Marketing and Advertising at Coventry University Business School. He has worked with various organisations in different capacities including a short stint as the communications officer in an international NGO and as a sub-editor with a magazine company in Malaysia. An avid blogger, his research interests include social networking, electronic marketing and online consumer behaviour

Sanjit Kumar Roy is a Lecturer in Marketing at Coventry University, UK. His articles have appeared in Journal of Services Marketing (forthcoming), Journal of Brand Management (forthcoming), Managing Service Quality, International Journal of Blã3