Rethinking Marketing Programs for Emerging Markets PDF Download

Author: Amitava Chattopadhyay
Publisher:
ISBN:
Category :
Languages : en
Pages : 22

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Author: Niraj Dawar and Amitava Chattopadhyay
Publisher:
ISBN:
Category :
Languages : en
Pages : 44

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Author: Dr Reena Patel
Publisher:
ISBN:
Category :
Languages : en
Pages : 7

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Global Marketing becomes the necessity for all the business whether small big or multinational where the phrase 'Global Village' considered as the integral part of the international vocabulary. he main purpose of this paper is to highlight global marketing challenges through identifying the emerging market characteristics where all the marketers thinks to have global consumers from emerging markets like china, America, Indonesia and making efforts to wove global network and. The emphasis is on the changes and new challenges that the marketing environment poses to the global marketer and how it force marketer to rethink on marketing programs. We identify three key factors that characterize emerging markets: (1) low incomes, (2) variability in consumers and infrastructure, and (3) the relative cheapness of labor. Research throws light on how emerging markets like India and China would lead their marketing efforts and understand how to incorporate these changes into marketing programs. This research concluded with major global marketing challenges in emerging markets and its implications which draws an approach for multinationals, helps them to rethink on their marketing programs. This paper as exploratory in nature explores the way in which marketers can rebuild their marketing strategies.

Author: Tarun Khanna
Publisher: Harvard Business Press
ISBN: 1422157865
Category : Business & Economics
Languages : en
Pages : 261

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The best way to select emerging markets to exploit is to evaluate their size or growth potential, right? Not according to Krishna Palepu and Tarun Khanna. In Winning in Emerging Markets, these leading scholars on the subject present a decidedly different framework for making this crucial choice. The authors argue that the primary exploitable characteristic of emerging markets is the lack of institutions (credit-card systems, intellectual-property adjudication, data research firms) that facilitate efficient business operations. While such "institutional voids" present challenges, they also provide major opportunities-for multinationals and local contenders. Palepu and Khanna provide a playbook for assessing emerging markets' potential and for crafting strategies for succeeding in those markets. They explain how to: · Spot institutional voids in developing economies, including in product, labor, and capital markets, as well as social and political systems · Identify opportunities to fill those voids; for example, by building or improving market institutions yourself · Exploit those opportunities through a rigorous five-phase process, including studying the market over time and acquiring new capabilities Packed with vivid examples and practical toolkits, Winning in Emerging Markets is a crucial resource for any company seeking to define and execute business strategy in developing economies.

Author: Dilip Mutum
Publisher: Springer Science & Business Media
ISBN: 3642368611
Category : Business & Economics
Languages : en
Pages : 159

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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.​

Author: Michael W. Hansen
Publisher: Copenhagen Business School Press DK
ISBN: 9788763002363
Category : Business & Economics
Languages : en
Pages : 190

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This book presents seven case studies of large Danish investment companies in India and China. The case studies provide intriguing perspectives on the strategic and managerial challenges and opportunities facing Western multinational corporations operating in these two Asian giants. The case studies encourage readers to adopt a decision maker's perspective, targeting students and managers interested in multinational corporation strategy in emerging markets.

Author: Atanu Adhikari
Publisher: Springer
ISBN: 9811065055
Category : Business & Economics
Languages : en
Pages : 361

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This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets’ dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. "This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners." -- Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association "This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 32 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book." -- Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA.

Author: Dr. Robert Grosse
Publisher: Oxford University Press
ISBN: 0190683961
Category : Business & Economics
Languages : en
Pages : 889

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Book Description
For nearly two decades, emerging markets have been a primary source of growth in the world economy. They have become more international and compete more extensively with companies in developed countries. For these reasons, an understanding of managing businesses in emerging markets is a fundamental skill for competing in the twenty-first century. The Oxford Handbook of Management in Emerging Markets identifies key elements of the business systems and competition in emerging markets around the world, and then looks at competitive strategies of companies going into and coming out of these countries. While business is business, the handbook's focus is on how management differs depending on the different environmental characteristics in emerging markets, such as the role of the government, the potential weakness of infrastructure, and the skill and innovation bases available locally in emerging markets, among other elements. The volume is organized into five sections. The first section establishes conceptual perspectives for exploring the current business environment in emerging markets. The second section focuses on questions surrounding governance and markets. The third explores multinational enterprises (MNEs) in emerging economies, while the fourth section looks at local firms and emerging market MNEs. The fifth and final section looks at management in emerging markets within specific countries and regions around the world. This handbook is a vital resource for scholars, students, and managers looking to expand into emerging economies by providing comprehensive analyses of functional areas from human resources to finance to marketing, and on issues such as family businesses, state-owned enterprises, and the bottom of the pyramid.

Author: Desalegn Abraha
Publisher: Emerald Group Publishing
ISBN: 1800437501
Category : Business & Economics
Languages : en
Pages : 146

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Book Description
Transformations of Strategic Alliances in Emerging Markets Volume II deals with changes in strategic alliances in the complex settings of European emerging markets. It includes 40 years’ worth of data as it makes an in depth study of the changes in education, networks, work performance and environmental factors.

Author: Akmal S. Hyder
Publisher: Emerald Group Publishing
ISBN: 1800437463
Category : Business & Economics
Languages : en
Pages : 194

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Book Description
Transformations of Strategic Alliances in Emerging Markets: Volume I, deals with changes in strategic alliances in the complex settings of European emerging markets. It includes 40 years’ worth of data in its in-depth study of the changes in education, networks, work performance, and environmental factors in European transition region.