000			03138nam a22003135i 4500
001			20363197
005			20220713102213.0
008			180220s2018 nyu 000 0 eng
010			_a 2018935233
020			_a9789811065040
040			_aDLC _beng _erda _cIIMV
042			_apcc
082			_a381.091724 _bADH
245	0	0	_aStrategic marketing issues in emerging markets.
263			_a1805
264		1	_aNew York, NY : _bSpringer Berlin Heidelberg, _c2018.
300			_a372p. _c24cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_aThis book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets' dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. "This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners."--Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association "This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 34 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book."--Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA
650			_aMarketing -- Developing countries. _931856
650			_aMarket research. _931857
650			_aBusiness strategy. _931858
700			_aAdhikari, Atanu. _931859
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2ddc _cBK
999			_c5802 _d5802