Strategic Marketing Issues in Emerging Markets

Strategic Marketing Issues in Emerging Markets

by Atanu Adhikari (Editor)

Hardcover(1st ed. 2018)

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Product Details

ISBN-13: 9789811065040
Publisher: Springer Singapore
Publication date: 07/27/2018
Edition description: 1st ed. 2018
Pages: 372
Product dimensions: 6.10(w) x 9.25(h) x (d)

About the Author

Dr. Atanu Adhikari is a Professor of Marketing at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the London Business School, UK. His areas of research include consumer choice behavior, experience product marketing, and strategic marketing issues. Atanu is actively involved in scholarly academic research and has published his research work in national and international peer-reviewed academic journals and edited books with Springer, John Wiley, Gower, Sage, Elsevier, and Taylor & Francis. His research work has been selected and presented at a number of top-level international conferences organized by Marketing Science, the Academy of Marketing Science, American Marketing Association, Royal Statistical Society, and similar academic forums in India, the USA, UK, France, Australia, Germany, Italy, and Singapore.

Table of Contents

Chapter 1. Introduction.- SECTION I: Strategic Elements of Marketing in Emerging Market.- Chapter 2. Data Driven Marketing Strategy.- Chapter 3. Use of Budgeting in Marketing Strategy.- SECTION II: Marketing Mix Elements in Emerging Market.- Chapter 4. Decades in Marketing Strategy and Digital Channel.- SECTION III: Consumer decision-making processes.- Chapter 5. Customer engagement strategy in emerging market.- SECTION IV: Marketing in Business to Business Market in Emerging Economies.- SECTION V: Dark Side of Emerging Markets.

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