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Strategic Marketing Cases in Emerging Markets

Format: Hardback
Publisher: Springer International Publishing AG, Cham, Switzerland
Published: 10th May 2017
Dimensions: w 156mm h 234mm d 11mm
Weight: 430g
ISBN-10: 3319515438
ISBN-13: 9783319515434
Barcode No: 9783319515434
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Synopsis
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.

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