Strategic Marketing Cases in Emerging Markets
1st ed. 2017
Book Details
Format
Hardback or Cased Book
ISBN-10
3319515438
ISBN-13
9783319515434
Edition
1st ed. 2017
Publisher
Springer International Publishing AG
Imprint
Springer International Publishing AG
Country of Manufacture
GB
Country of Publication
GB
Publication Date
May 10th, 2017
Print length
166 Pages
Ksh 7,900.00
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This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets.
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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