Overview
- Discusses real-world examples of companies that have faced unique issues in emerging markets
- Helps in analyzing the strategies and tactics used by companies in these markets
- Offers a multi-industry perspective on best-practices helpful for strategy formation
Part of the book series: Springer Business Cases (SPBC)
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Table of contents (19 chapters)
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Front Matter
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Crisis Management and Recovery Strategies
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Front Matter
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Digital Transformation and Technological Innovation
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Front Matter
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Environmental Accountability and Ethical Marketing
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Front Matter
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Sociocultural Dynamics and Consumer Behavior
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Front Matter
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Keywords
About this book
There is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. As a result, companies in these markets face different challenges and opportunities. Unfortunately, there is a lack of marketing cases from these markets. This book presents actual real-world marketing cases in these markets offering an in-depth look at some of the issues faced by companies in different industries. It is hoped that the cases would serve as valuable reference material for academics, students, professionals in marketing, business strategy, and other related fields as well as policymakers, to better understand the challenges of these markets, and develop strategies to succeed in them.
Editors and Affiliations
About the editors
Dilip S. Mutum is a professor of marketing at the School of Business, Monash University Malaysia. His research interests include digital consumption, social networking, strategic marketing, and sustainable marketing. Dr. Mutum has also advised various organizations on digital marketing and digital transformation. His research has been published within a range of publications – both in print and online.
Soo Yeong Ewe is a senior lecturer of marketing at the School of Business, Monash University Malaysia. She is an experienced researcher in multidisciplinary studies and experimental approaches. Her research interests include consumer decision-making, sustainable consumption, sustainable marketing strategies, personal selling strategies, and technology adoption. Her research work has been published in high-ranked journals and book chapters.
Ezlika M. Ghazali is an associate professor at the Faculty of Business & Economics, University of Malaya (Malaysia). Her research interests include consumer behavior, switching barriers, augmented-reality marketing, online retailing, sustainable marketing, and social entrepreneurship. Dr. Ghazali has been widely published in several high-ranked journals including Information Technology & People, Internet research, Journal of Retailing and Consumer Services, Electronic Markets, etc. She has also received several research and publication awards.
Racheal Louis Vincent is a lecturer at the School of Business, Monash University Malaysia. Her research interest lies in the areas of shared consumption, and in particular collaborative fashion consumption, digital marketing, social media marketing, and consumer behavior.
Bibliographic Information
Book Title: Marketing Case Studies in Emerging Markets
Book Subtitle: Contemporary Multi-industry Issues and Best-practices
Editors: Dilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Series Title: Springer Business Cases
DOI: https://doi.org/10.1007/978-3-031-51689-4
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-51688-7Published: 02 April 2024
eBook ISBN: 978-3-031-51689-4Published: 01 April 2024
Series ISSN: 2662-5431
Series E-ISSN: 2662-544X
Edition Number: 1
Number of Pages: VI, 257
Number of Illustrations: 20 b/w illustrations, 10 illustrations in colour
Topics: Marketing, Emerging Markets/Globalization, Industries