Marketing Cases from Emerging Markets by Dilip Mutum (English) Paperback Book

Description: Marketing Cases from Emerging Markets by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description Despite 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. Back Cover Despite 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 alsoimportant 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." Author Biography Dilip Mutum is a Lecturer in Marketing and Advertising at Coventry University Business School. He has worked with various organisations in different capacities including a short stint as the communications officer in an international NGO and as a sub-editor with a magazine company in Malaysia. An avid blogger, his research interests include social networking, electronic marketing and online consumer behaviourSanjit Kumar Roy is a Lecturer in Marketing at Coventry University, UK. His articles have appeared in Journal of Services Marketing (forthcoming), Journal of Brand Management (forthcoming), Managing Service Quality, International Journal of Bank Marketing, The Marketing Management Journal, Computers in Human Behaviour, Journal of Global Marketing, South Asian Journal of Management, and Case Studies in Business, Industry and Government Statistics. He was a Visiting Research Scholar at Bentley University, USA. He serves on the Editorial Board of International Journal of Bank Marketing and the Editorial Review Board of Journal of Indian Business Research. He has recently edited a special issue on India for International Journal of Bank Marketing. He has attended and presented his research at some of the prestigious conferences on marketing. He has conducted a number of faculty development programmes on structural equation modelling in India.Eva Kipnis is a Senior Lecturer in Marketing at Coventry Business School, Coventry University. Her research interests focus on the following interrelated areas such as cultural identities in multicultural marketplaces; cultural and multicultural branding; organisations in multicultural marketplaces, and implications of drug control policies on well-being of individuals across the drug supply chain. She is a founding member of the multicultural marketplaces research network, an active member of the Transformative Consumer Research movement, and has received funding from the European Commission(Framework 7) as a contributing partner on a project investigating the unintended consequences of counter-narcotic policies across a number of countries forming drug supply chain. A Chartered Marketer, she has over 10 years of experience as practicing and consulting marketer in Central Asia (Kazakhstan) where she advised local and international organisations (such as Ispat Karmet – now Arcelor Mittal, Mobil Oil, Kontinent and MenStyle retails chains, and others) on their marketing and advertising strategies and activities. Her teaching responsibilities include Global Marketing Strategy, Advertising Psychology and Research Methods at undergraduate and postgraduate levels. Her work appeared in Journal of Business Research, Journal of Public Policy and Marketing, Journal of Marketing Management, Consumption Markets and Culture, Journal of Research for Consumers and Social Business. Table of Contents Introduction.- Socio-Cultural Influences.- Market Orientation and Brand Strategies.- Product Development and Market entry.- Marketing communications and Social Media Marketing.- Conclusion. Long Description Despite 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 alsoimportant 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. " Feature Unique case studies from emerging markets with up to date and relevant marketing issues Provides value-add to marketing teaching materials by using real case studies related to marketing and business contexts in emerging markets Each topic presents detailed case studies as well as short case studies suitable for both classroom discussions or for use in exams Inquisitive questions accompany each case study to enable classroom discussions Details ISBN3662511231 Year 2016 ISBN-10 3662511231 ISBN-13 9783662511237 Format Paperback Language English Media Book DEWEY 381 Imprint Springer-Verlag Berlin and Heidelberg GmbH & Co. K Place of Publication Berlin Country of Publication Germany Edited by Dilip Mutum Pages 167 Publication Date 2016-08-27 UK Release Date 2016-08-27 Illustrations 6 Illustrations, black and white; IX, 167 p. 6 illus. Author Eva Kipnis Birth 1957 Affiliation Independent Consultant on Pneumatic Conveying UK Position Andrew W. Mellon Curator of American Art Qualifications Dip Tech (Eng) PhD Ceng Mimeche Publisher Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Edition Description Softcover reprint of the original 1st ed. 2014 Alternative 9783642368608 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:100256614;

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