Book

Research handbook of marketing in emerging economies

Marinov, Marin, 1948- editor, writer of introduction

Overview

Recently, emerging economies have contributed significantly to world economic growth and output. This Research Handbook, advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific processes and requirements, as well as the consequences of conducting marketing in these challenging contexts. Addressing diverse issues from a universal as well as regional and country-specific perspective, this book sheds light on general topics such as data collection procedure equivalence and marketing accountability, in addition to exploring specific contexts such as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multicultural markets in marketing and retail marketing of multinational corporations. Timely and engaging, this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners, managers and policy makers working in emerging economies will also benefit from practical guidance on improving approaches to serving customers, as well as creating conducive environments for serving customers. -- From back cover.

• Publisher: Edward Elgar Publishing
• Subject: Marketing Developing countries. / Marketing. / Developing countries.
• ISBN: 1788976967, 9781788976961

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HF5415.12.D44 R47 2018	1	BOOK	BUSINESS