Strategic marketing cases in emerging markets

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...

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Bibliographic Details
Other Authors Adhikari, Atanu (Editor), Roy, Sanjit Kumar (Editor)
Format Electronic eBook
LanguageEnglish
Published Cham, Switzerland : Springer, [2017]
Subjects
Marketing > Management > Case studies.
Globalization.
Markets.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783319515458
9783319515434
Physical Description1 online resource (x, 166 pages)

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Table of Contents:
  • Nestlé in Mexico: the good food versus the good life dilemma
  • Tanishq: bringing jewellery to daily life
  • ABC Limited
  • Diageo in Turkey: the lion's milk versus global spirits
  • To switch or not to switch: Madhu's dilemma
  • Funmax 4D Animation Theatre
  • Managing social media communications at Garanti Bank
  • Revolution Ventures: introduction to the service organization and situation description
  • M-Pesa: a renowned disruptive innovation from Kenya
  • Irrway: a green personal mobility solution
  • Citrus Ventures: distressed asset specialist.

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