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This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.
List of contents
Nestlé in Mexico: The Good Food Versus the Good Life Dilemma.- Tanishq: Bringing Jewellery to Daily Life.- ABC India Limited.- Diageo in Turkey: The Lion's Milk Versus Global Spirits.- To Switch or Not to Switch: Madhu's Dilemma.- Funmax 4D Animation Theatre.- Managing Social Media Communications at Garanti Bank.- Revolution Ventures.- M-PESA: A Disruptive Innovation from a Developing Country, Kenya.- Irrway - A Green Personal Mobility Solution.- Citrus Ventures - Distressed Asset Specialist.
About the author
Atanu Adhikari is an Associate Professor at Indian Institute of Management Kozhikode.
Sanjit Kumar Roy is Assistant Professor of Marketing at the University of Western Australia, Australia.
Summary
This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.
