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010   $a3-642-36861-1
024 7 $a10.1007/978-3-642-36861-5
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100   $a20130902d2014      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aMarketing Cases from Emerging Markets /$fedited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis
205   $a1st ed. 2014.
210  1$aBerlin, Heidelberg :$cSpringer Berlin Heidelberg :$cImprint: Springer,$d2014.
215   $a1 online resource (IX, 167 p. 6 illus.) 
300   $aBibliographic Level Mode of Issuance: Monograph
311   $a3-642-36860-3 
327   $aIntroduction.- Socio-Cultural Influences -- Market Orientation and Brand Strategies -- Product Development and Market entry -- Marketing communications and Social Media Marketing -- Conclusion.
330   $aDespite 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.
606   $aMarketing
606   $aGlobalization
606   $aMarkets
606   $aLeadership
606   $aMarket research
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aEmerging Markets/Globalization$3https://scigraph.springernature.com/ontologies/product-market-codes/525010
606   $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010
606   $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030
615  0$aMarketing.
615  0$aGlobalization.
615  0$aMarkets.
615  0$aLeadership.
615  0$aMarket research.
615 14$aMarketing.
615 24$aEmerging Markets/Globalization.
615 24$aBusiness Strategy/Leadership.
615 24$aMarket Research/Competitive Intelligence.
676   $a658.80091724
702   $aMutum$b Dilip$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aRoy$b Sanjit Kumar$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aKipnis$b Eva$4edt$4http://id.loc.gov/vocabulary/relators/edt
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910298524703321
996   $aMarketing Cases from Emerging Markets$92544339
997   $aUNINA