Marketing cases from emerging markets

Dilip S. Mutum, Sanjit Kumar Roy, Eva Kipnis

    Research output: Book/ReportBookpeer-review

    1 Citation (Scopus)

    Abstract

    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.

    Original languageEnglish
    Place of PublicationHeidelberg
    PublisherSpringer Verlag
    Number of pages167
    ISBN (Electronic)9783642368615
    ISBN (Print)3642368603, 9783642368608
    DOIs
    Publication statusPublished - 1 Dec 2014

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance(all)
    • General Business,Management and Accounting

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