000			02835nam a22005415i 4500
001			978-3-642-36861-5
003			DE-He213
005			20200420211743.0
007			cr nn 008mamaa
008			130902s2014 gw | s |||| 0|eng d
020			_a9783642368615 _9978-3-642-36861-5
024	7		_a10.1007/978-3-642-36861-5 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
245	1	0	_aMarketing Cases from Emerging Markets _h[electronic resource] / _cedited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg : _bImprint: Springer, _c2014.
300			_aIX, 167 p. 6 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aIntroduction.- Socio-Cultural Influences -- Market Orientation and Brand Strategies -- Product Development and Market entry -- Marketing communications and Social Media Marketing -- Conclusion.
520			_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.
650		0	_aBusiness.
650		0	_aMarketing.
650		0	_aMarket research.
650		0	_aLeadership.
650		0	_aGlobalization.
650		0	_aMarkets.
650	1	4	_aBusiness and Management.
650	2	4	_aMarketing.
650	2	4	_aEmerging Markets/Globalization.
650	2	4	_aBusiness Strategy/Leadership.
650	2	4	_aMarket Research/Competitive Intelligence.
700	1		_aMutum, Dilip. _eeditor.
700	1		_aRoy, Sanjit Kumar. _eeditor.
700	1		_aKipnis, Eva. _eeditor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783642368608
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-642-36861-5
912			_aZDB-2-SBE
942			_cEBK
999			_c50794 _d50794