Strategic marketing cases in emerging markets

• Other Authors: Adhikari, Atanu (Editor), Roy, Sanjit Kumar (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham, Switzerland : Springer, [2017]
• Subjects: Marketing > Management > Case studies.; Globalization.; Markets.; elektronické knihy; electronic books
• ISBN: 9783319515458; 9783319515434
• Physical Description: 1 online resource (x, 166 pages)

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 strat...