Research Handbook Of Marketing In Emerging Economies (Research Handbooks In Business And Management Series)

Research Handbook of Marketing in Emerging Economies (Research Handbooks in Business and Management series)

by Marin A. Marinov

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Recently, emerging economies have contributed significantly to world economic growth and output. The 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 procedures equivalence and marketing accountability as well as 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 multi-cultural markets in marketing, retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.

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 both improving approaches to serving customers as well as creating conducive environments for serving customers.

Contributors include: M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z. Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A. Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare, M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V. Zabkar

 

 

Details:


Price: $130.41

Publisher: Edward Elgar Pub (April 30, 2017)

Language: English

ISBN-10: 1784713163

ISBN-13: 978-1784713164

Weight: 1.3 pounds

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Research Handbook of Marketing in Emerging Economies (Research Handbooks in Business and Management series) Marin A. Marinov

 

 

 

 

 

 

 

Research Handbook of Marketing in Emerging Economies Research Handbooks in Business and Management series

 

 

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