Strategic Marketing Cases in Emerging Markets

Name: Strategic Marketing Cases in Emerging Markets
Brand: Springer Nature
SKU: 9783319515434
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Brand

Springer Nature

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GTIN

9783319515434

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New

Product Description

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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