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Strategic marketing cases in emerging markets

Additional author

Roy, Sanjit Kumar

Publisher Springer

Year of publication Not available

Publication place Not available

Language (eng) English

ISBN 9783319515434

Series Not available

Edition Not available

Subject

MARKETING-MANAGEMENT-CASE STUDIES

Note Not available

Abstract 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.

Number of pages x, 166 p.

Dimension 24 cm.

Other description ill.

Summary / review / table of contents Nestlé in Mexico: the good food versus the good life dilemma --
Tanishq: bringing jewellery to daily life --
ABC 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: introduction to the service organization and situation description --
M-Pesa: a renowned disruptive innovation from Kenya --
Irrway: a green personal mobility solution --
Citrus Ventures: distressed asset specialist.

Copies

Access no.	Call number	Location	Status
00393/18	658.802 Str	Library - 7th Floor	Available