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...

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...

This is a teaching companion to the case studies provided in the book 'Strategic Marketing Cases in Emerging Markets' and is intended to help teachers and trainers follow a pedagogic line by using the case studies to develop a critical understanding of the service business scenarios and...

Servicescape and E-servicescape Design Issues in Emerging Markets: Imperatives, Challenges, and Agenda Setting -- Designing the Service Experience for Online Shoppers in Emerging Economies -- Service Issues affecting Consumer Behaviour towards E-commerce Purchases in India -- E-Servicescape in...