2014

Marketing Cases from Emerging Markets

Editors:

ISBN: 978-3-642-36860-8 (Print) 978-3-642-36861-5 (Online)

Table of contents (22 chapters)

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  1. Front Matter

    Pages i-ix

  2. Introduction

    1. Front Matter

      Pages 1-1

    2. No Access

      Book Chapter

      Pages 3-6

      Introduction

  3. Socio-Cultural Influences

    1. Front Matter

      Pages 7-7

    2. No Access

      Book Chapter

      Pages 9-11

      Introduction to Socio-Cultural Influences

    3. No Access

      Book Chapter

      Pages 13-16

      Case Study 1: Mongoose Lager Beer Eyes up India

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      Book Chapter

      Pages 17-23

      Case Study 2: KFC in China

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      Pages 25-29

      Case Study 3: Lakme Pure Defense: An Antipollution Cream

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      Pages 31-33

      Case Study 4: IKEA Malaysia and the Halal Food Crisis

  4. Market Orientation and Brand Strategies

    1. Front Matter

      Pages 35-35

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      Pages 37-39

      Introduction to Market Orientation and Brand Strategies

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      Book Chapter

      Pages 41-44

      Case Study 5: Brands: The New Co-stars in Bollywood

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      Book Chapter

      Pages 45-57

      Case Study 6: Junglee.com: Amazon’s Entry in India

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      Book Chapter

      Pages 59-65

      Case Study 7: Indonesian Fisheries

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      Book Chapter

      Pages 67-80

      Case Study 8: Kolkata Knight Riders: Developing a Brand Identity

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      Book Chapter

      Pages 81-86

      Case Study 9: The National Basketball Association (NBA) in China

  5. Product Development and Market Entry

    1. Front Matter

      Pages 87-87

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      Book Chapter

      Pages 89-91

      Introduction to Product Development and Market Entry

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      Book Chapter

      Pages 93-98

      Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets

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      Book Chapter

      Pages 99-112

      Case Study 11: Marketing of Services: The McDonald’s Way

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      Book Chapter

      Pages 113-116

      Case Study 12: Shangri-La Hotels Expanding to Non-Asian Markets

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      Book Chapter

      Pages 117-136

      Case Study 13: Marketing the $35 Akash Tablet

  6. Marketing Communications and Social Media Marketing

    1. Front Matter

      Pages 137-137

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      Book Chapter

      Pages 139-142

      Introduction to Marketing Communications and Social Media Marketing

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      Book Chapter

      Pages 143-147

      Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers

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      Book Chapter

      Pages 149-157

      Case Study 15: It’s More Fun in Philippines: Riding on the Waves of Social Media

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