Marketing Cases from Emerging Markets

  • Dilip Mutum
  • Sanjit Kumar Roy
  • Eva Kipnis

Table of contents

  1. Front Matter
    Pages i-ix
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Dilip S. Mutum
      Pages 3-6
  3. Socio-Cultural Influences

    1. Front Matter
      Pages 7-7
    2. Hsiao-Pei (Sophie) Yang
      Pages 17-23
    3. Atanu Adhikari, Sanjit Kumar Roy
      Pages 25-29
    4. Dilip S. Mutum, Ezlika M. Ghazali
      Pages 31-33
  4. Market Orientation and Brand Strategies

    1. Front Matter
      Pages 35-35
    2. Sanjit Kumar Roy, Rajdeep Chakraborti
      Pages 45-57
    3. John Heap, Simon O’Rourke, Rory Dillon, Lara Chaplin
      Pages 59-65
    4. Sanjit Kumar Roy, Rajdeep Chakraborti
      Pages 67-80
  5. Product Development and Market Entry

    1. Front Matter
      Pages 87-87
    2. Geoff Alcock, Ali Baig
      Pages 89-91
    3. Rik Paul, Sanjit Kumar Roy
      Pages 99-112
    4. Ramendra Singh, Sanjit Kumar Roy
      Pages 117-136
  6. Marketing Communications and Social Media Marketing

  7. Conclusion

    1. Front Matter
      Pages 163-163
    2. Dilip S. Mutum
      Pages 165-167

About this book


Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.


BRICS Developing countries Emerging markets International business International marketing Marketing strategy

Editors and affiliations

  • Dilip Mutum
    • 1
  • Sanjit Kumar Roy
    • 2
  • Eva Kipnis
    • 3
  1. 1.Dept. of Marketing and AdvertisingCoventry Business SchoolCoventryUnited Kingdom
  2. 2.Fac. of Business, Environment & SocietyCoventry UniversityCoventryUnited Kingdom
  3. 3.Dept. of Marketing and AdvertisingCoventry Business SchoolCoventryUnited Kingdom

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2014
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-36860-8
  • Online ISBN 978-3-642-36861-5
  • Buy this book on publisher's site