國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Strategic marketing cases in emergin...

Adhikari, Atanu.

Strategic marketing cases in emerging markets

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Strategic marketing cases in emerging marketsedited by Atanu Adhikari, Sanjit Kumar Roy.
其他作者:	Adhikari, Atanu.
出版者:	Cham :Springer International Publishing :2017.
面頁冊數:	x, 166 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Business.
電子資源:	http://dx.doi.org/10.1007/978-3-319-51545-8
ISBN:	9783319515458$q(electronic bk.)

Strategic marketing cases in emerging markets
Strategic marketing cases in emerging markets[electronic resource] /edited by Atanu Adhikari, Sanjit Kumar Roy. - Cham :Springer International Publishing :2017. - x, 166 p. :ill., digital ;24 cm.

Nestle in Mexico: The Good Food Versus the Good Life Dilemma -- Tanishq: Bringing Jewellery to Daily Life -- ABC India Limited -- Diageo in Turkey: The Lion's Milk Versus Global Spirits -- To Switch or Not to Switch: Madhu's Dilemma -- Funmax 4D Animation Theatre -- Managing Social Media Communications at Garanti Bank -- Revolution Ventures -- M-PESA: A Disruptive Innovation from a Developing Country, Kenya -- Irrway - A Green Personal Mobility Solution -- Citrus Ventures - Distressed Asset Specialist.

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. Strategic Marketing Cases in Emerging Markets is a timely work which I believe has successfully addressed the long-standing need for a suitable case book capturing diverse Strategic Marketing issues in transitional economies. These issues are currently generating a great deal of interest amongst marketing students, academics and practitioners, who I am sure will find this book useful. Professor Ali Quazi, University of Canberra, Australia Anyone interested in the challenges of global marketing will find this book of immense interest and value. It offers case studies from a range of countries and industry sectors which together provide an excellent insight into how to ensure that marketing strategies are effective in emerging markets. Professor James Devlin, University of Nottingham, UK Sanjit and Atanu have compiled a very concise but broad collection of case studies that will be extremely relevant for academics and researchers who focus on emerging markets. Professor G. Shainesh, Indian Institute of Management, Bangalore, India This is a fascinating set of insights, for students and practitioners alike. Timely pointers and suggestions for best practice emerge throughout this smartly selected set of cases. Well worth dipping into or adopting for courses exploring international marketing, marketing strategy, consumer behaviour or strategic management. Professor Lyndon Simkin, Coventry University, UK.

ISBN: 9783319515458$q(electronic bk.)

Standard No.: 10.1007/978-3-319-51545-8doiSubjects--Topical Terms:

188101
Business.

LC Class. No.: HF5415 / .S86885 2017

Dewey Class. No.: 658.802

Strategic marketing cases in emerging markets
LDR:03663nmm a2200325 a 4500 001 514888
003 DE-He213
005 20170503135343.0
006 m d
007 cr nn 008maaau
008 180126s2017 gw s 0 eng d
020 $a 9783319515458$q(electronic bk.)
020 $a 9783319515434$q(paper)
024 7 $a 10.1007/978-3-319-51545-8 $2 doi
035 $a 978-3-319-51545-8
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415 $b .S86885 2017
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 658.802 $2 23
090 $a HF5415 $b .S898 2017
245 0 0 $a Strategic marketing cases in emerging markets $h [electronic resource] / $c edited by Atanu Adhikari, Sanjit Kumar Roy.
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2017.
300 $a x, 166 p. : $b ill., digital ; $c 24 cm.
505 0 $a Nestle in Mexico: The Good Food Versus the Good Life Dilemma -- Tanishq: Bringing Jewellery to Daily Life -- ABC India Limited -- Diageo in Turkey: The Lion's Milk Versus Global Spirits -- To Switch or Not to Switch: Madhu's Dilemma -- Funmax 4D Animation Theatre -- Managing Social Media Communications at Garanti Bank -- Revolution Ventures -- M-PESA: A Disruptive Innovation from a Developing Country, Kenya -- Irrway - A Green Personal Mobility Solution -- Citrus Ventures - Distressed Asset Specialist.
520 $a 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. Strategic Marketing Cases in Emerging Markets is a timely work which I believe has successfully addressed the long-standing need for a suitable case book capturing diverse Strategic Marketing issues in transitional economies. These issues are currently generating a great deal of interest amongst marketing students, academics and practitioners, who I am sure will find this book useful. Professor Ali Quazi, University of Canberra, Australia Anyone interested in the challenges of global marketing will find this book of immense interest and value. It offers case studies from a range of countries and industry sectors which together provide an excellent insight into how to ensure that marketing strategies are effective in emerging markets. Professor James Devlin, University of Nottingham, UK Sanjit and Atanu have compiled a very concise but broad collection of case studies that will be extremely relevant for academics and researchers who focus on emerging markets. Professor G. Shainesh, Indian Institute of Management, Bangalore, India This is a fascinating set of insights, for students and practitioners alike. Timely pointers and suggestions for best practice emerge throughout this smartly selected set of cases. Well worth dipping into or adopting for courses exploring international marketing, marketing strategy, consumer behaviour or strategic management. Professor Lyndon Simkin, Coventry University, UK.
650 0 $a Business. $3 188101
650 0 $a Marketing. $3 182957
650 0 $a Globalization. $3 190682
650 0 $a Markets. $3 183430
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Services. $3 675813
650 2 4 $a Emerging Markets/Globalization. $3 557943
700 1 $a Adhikari, Atanu. $3 785107
700 1 $a Roy, Sanjit Kumar. $3 675148
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-51545-8
950 $a Business and Management (Springer-41169)