Green Marketing In Emerging Markets

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Green Marketing in Emerging Markets

Author : Chipo Mukonza
Publisher : Springer Nature
ISBN 13 : 303074065X
Total Pages : 302 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Green Marketing in Emerging Markets by : Chipo Mukonza

Download or read book Green Marketing in Emerging Markets written by Chipo Mukonza and published by Springer Nature. This book was released on 2021-08-17 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Green Marketing in Emerging Economies

Author : Emmanuel Mogaji
Publisher : Springer Nature
ISBN 13 : 3030825728
Total Pages : 279 pages
Book Rating : 4.0/5 (38 download)

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Book Synopsis Green Marketing in Emerging Economies by : Emmanuel Mogaji

Download or read book Green Marketing in Emerging Economies written by Emmanuel Mogaji and published by Springer Nature. This book was released on 2022-01-03 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.

Green Marketing and Management in Emerging Markets

Author : Robert E. Hinson
Publisher : Springer Nature
ISBN 13 : 3030730077
Total Pages : 186 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Green Marketing and Management in Emerging Markets by : Robert E. Hinson

Download or read book Green Marketing and Management in Emerging Markets written by Robert E. Hinson and published by Springer Nature. This book was released on 2021-09-27 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing. Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.

Green Marketing in Emerging Markets

Author : Chipo Mukonza
Publisher :
ISBN 13 : 9783030740665
Total Pages : 0 pages
Book Rating : 4.7/5 (46 download)

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Book Synopsis Green Marketing in Emerging Markets by : Chipo Mukonza

Download or read book Green Marketing in Emerging Markets written by Chipo Mukonza and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Responsible Management in Emerging Markets

Author : Eric Kwame Adae
Publisher : Springer Nature
ISBN 13 : 3030765636
Total Pages : 397 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Responsible Management in Emerging Markets by : Eric Kwame Adae

Download or read book Responsible Management in Emerging Markets written by Eric Kwame Adae and published by Springer Nature. This book was released on 2021-10-30 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: Responsible Management in Emerging Markets: A Multisectoral Focus is in response to the dearth of literature on responsible management in emerging economies. It discusses diverse themes at the intersection of corporate social responsibility (CSR), green business (marketing) and sustainability management, with the view to addressing some begging issues in responsible management. Hinged on the centrality of SDG 12 (responsible production and consumption), this volume focusses on how businesses, nations, and continents across the globe can actualize a sustainable paradigm, now and in the future. It offers fresh theoretical, policy, and managerial insights into the complex processes and relationships that mediate businesses’ ability to deliver on their social development promise, through sustainability and green initiatives. This book discusses some forward and backward linkages between the emerging economy context and responsible management. Featuring cognate topics on CSR, green marketing, green fashion and green entrepreneurship, it offers a Sustainable Development Roadmap (SDR) that is applicable for businesses in emerging economies. This volume is a valuable resource for professionals and academics in emerging economies who desire to understand how firms are demonstrating responsible management through green initiatives, corporate social responsibility and sustainable policies and practices.

Breakout Strategies for Emerging Markets

Author : Jagdish N. Sheth
Publisher : FT Press
ISBN 13 : 0134292847
Total Pages : 260 pages
Book Rating : 4.1/5 (342 download)

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Book Synopsis Breakout Strategies for Emerging Markets by : Jagdish N. Sheth

Download or read book Breakout Strategies for Emerging Markets written by Jagdish N. Sheth and published by FT Press. This book was released on 2016-06-27 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Real strategies, tactics & solutions for succeeding in emerging markets now Attract non-consumers and upscale current customers Reflect local culture, tradition, and preferences across your business Make your products easier to find, buy, and use Strengthen your brand and deliver on your brand promises Engage and serve all your stakeholders Build a sustainable, profitable business How big is your emerging market opportunity? Potential annual consumption will hit $30 trillion by 2025, with $10 trillion in India and China alone. Emerging economies are transforming markets worldwide–attracting multinationals, strengthening domestic firms, and launching local brands onto the global stage. Best of all, there are now proven best practices for succeeding in these markets. They’ve been developed the hard way: through the experiences of pioneers who’ve learned from mistakes and listened to their customers. This book’s brand stories reflects these winning strategies. You’ll learn from high-profile leaders like Gillette, Levi’s, Starbucks, Alibaba, GlaxoSmith-Kline, and WeChat–and from great companies you’ll discover for the first time. Linking theory to practice, the authors offer expert guidance on attracting non-users, adapting products, aligning with local culture, optimizing channels, building brands, upscaling, strengthening relationships, and much more. You’ve never had an opportunity this enormous. Nobody has. Get it right–with the right advice, right from the trenches. Emerging markets offer the biggest growth opportunity in the history of capitalism. This practical guide offers a comprehensive, strategic marketing perspective tailored to these new markets. Leading experts demonstrate how companies can succeed both today and tomorrow, no matter what happens in the global economy. Breakout Strategies for Emerging Markets integrates insights drawn from the authors’ extensive primary research worldwide, their pioneering academic research and case development, practical consulting and management experience, and their conversations with industry leaders on several continents. You will learn about the experiences and actions of both local and global enterprises in industries ranging from consumer goods to entertainment, apparel to finance. The authors share new insights for attracting non-users by developing products, aligning with local traditions, upscaling, selecting channels, financing, brand messaging, using e-commerce, building relationships, and more. Discover how to... Convert non-users: Optimize acceptability, affordability, accessibility, and awareness Create “functional Fusion”: Adapt products to blend western and local elements Design “cultural fusion”: Embed local tradition, history, language, and taste Democratize the offer: Make products more affordable, financially and psychologically Upscale the offer: Upgrade choices and experiences across the income spectrum Manage reach: Get your channels and supply chains right Reinvent reach: Leverage revolutionary channels and payment methods Build brand identity: Align your brand essence with your customer’s experience Engage stakeholders: Serve the needs of every entity you touch

Sustainable Economy and Emerging Markets

Author : Stefania Paladini
Publisher : Taylor & Francis
ISBN 13 : 1000708675
Total Pages : 251 pages
Book Rating : 4.0/5 (7 download)

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Book Synopsis Sustainable Economy and Emerging Markets by : Stefania Paladini

Download or read book Sustainable Economy and Emerging Markets written by Stefania Paladini and published by Taylor & Francis. This book was released on 2019-11-06 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sustainable Economy and Emerging Markets provides a snapshot of the different dimensions of sustainability and analyses how they interact and configure themselves, case by case, in selected emerging economies. The parameters of economic growth in developing economies are explored in the context of systems, climate change, and environmental challenges. With contributions from a range of business academics, economists, and practitioners, this book conveys a picture of the complex nature of the new global business environment, especially the geopolitical dynamics of emerging countries, and breaks down the challenges across geographic fault lines, offering insights into current business practice. By adopting an in-depth case study approach, this edited book offers and discusses examples from several emerging markets and elucidates how these organisations have modelled business based on sustainable development in its various forms. This book will prove valuable reading for students and scholars of international business, international trade, sustainability, and development.

Winning in Emerging Markets

Author : Tarun Khanna
Publisher : Harvard Business Press
ISBN 13 : 1422157865
Total Pages : 261 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis Winning in Emerging Markets by : Tarun Khanna

Download or read book Winning in Emerging Markets written by Tarun Khanna and published by Harvard Business Press. This book was released on 2010-04-28 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Tourist Destinations in Emerging Economies

Author : Ishmael Mensah
Publisher : Springer Nature
ISBN 13 : 3030837114
Total Pages : 315 pages
Book Rating : 4.0/5 (38 download)

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Book Synopsis Marketing Tourist Destinations in Emerging Economies by : Ishmael Mensah

Download or read book Marketing Tourist Destinations in Emerging Economies written by Ishmael Mensah and published by Springer Nature. This book was released on 2021-11-27 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: While tourism is a key economic generator for many countries, emerging economies are confronted with additional challenges that those well-established destinations in North America, Australia and Europe normally don’t have to contend with. The potential for terrorism, political unrest, natural disasters, accidents – not to mention epidemics – have the potential to derail tourism in emerging economies. To mitigate these risks, emerging destinations need well-coordinated management and marketing strategies. However, most texts on tourism destination marketing reflect destinations in more advanced countries. This book acknowledges the fact that emerging tourist destinations have unique characteristics and challenges, which have implications for destination marketing. Highlighting the marketing challenges, best practices and strategies relevant to emerging economies, this book covers core topics such as image creation and branding, destination marketing during crises and pandemics, market segmentation and the travel decision making process among others. Providing up to date knowledge on an otherwise under-explored topic, this collection is ideal reading for upper-level students, researchers and policymakers.

International Strategy of Emerging Market Firms

Author : Andrei Panibratov
Publisher : Taylor & Francis
ISBN 13 : 1317447484
Total Pages : 422 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis International Strategy of Emerging Market Firms by : Andrei Panibratov

Download or read book International Strategy of Emerging Market Firms written by Andrei Panibratov and published by Taylor & Francis. This book was released on 2017-03-16 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emerging economies are expected to be in the driver's seat of the global economy in the medium and long term. Large multinational corporations will account for much of this activity. In this textbook, Andrei Panibratov explains how emerging market firms accumulate and exploit market knowledge to develop competitive advantages whilst operating globally. Chapters dedicated to the key emerging economies - Brazil, Russia, India and China (BRIC) - are enhanced by detailed case studies of large firms’ activities. The book is divided into four parts, focusing on the following: An outline of the relevant terminology and the context of the international strategy of emerging market firms, providing an introductory foundation for the whole book. A guide to the evolution of perspectives regarding international strategy, designed to illustrate the changes and trends in the recent academic research on internationalization. A country-by-country illustration of the internationalization of BRIC economies and firms, providing an overall picture of each country’s global integration, outward investments, and strategies. The concepts and practices behind the strategies employed by different firms. Written by an established international business scholar, this book is essential reading for students of international strategy who wish to understand the importance of the emerging economies.

Green Business: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522579168
Total Pages : 1685 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Green Business: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Green Business: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-02-01 with total page 1685 pages. Available in PDF, EPUB and Kindle. Book excerpt: The issues of sustainability and corporate social responsibility have become vital discussions in many industries within the public and private sectors. In the business realm, incorporating practices that serve the overall community and ecological wellbeing can also allow businesses to flourish economically and socially. Green Business: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the challenges and benefits of implementing sustainability into the core functions of contemporary enterprises, focusing on how green approaches improve operations. Highlighting a range of topics such as corporate sustainability, green enterprises, and circular economy, this multi-volume book is ideally designed for business executives, business and marketing professionals, business managers, academicians, and researchers actively involved in the business industry.

Doing Business in Emerging Markets

Author : Sudhir Rana
Publisher : Taylor & Francis
ISBN 13 : 1000434923
Total Pages : 250 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Doing Business in Emerging Markets by : Sudhir Rana

Download or read book Doing Business in Emerging Markets written by Sudhir Rana and published by Taylor & Francis. This book was released on 2021-09-27 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents a comprehensive analysis of the business, financial and economic aspects of emerging markets. Using case studies from India, Turkey, Bangladesh and Africa, it discusses themes such as megaprojects, infrastructure and sustainability; cross-border mergers and acquisitions; a new paradigm for educational markets; exports competitiveness; work engagement in service sector; mobile banking and crowdfunding; and venture capital flow into emerging economies, to focus on the trade, foreign investment, financial, and social progress of these economies. The chapters review the current state, learnings, changing scenarios, business practices, and financial and economic perspectives across emerging markets while examining progression, challenges and the way forward. With its rigorous approach and topical content, this book will be useful to scholars and researchers of management studies, business management, financial management, business economics, international business, finance and marketing, development studies and economics. It will also interest policymakers and practitioners in the field.

Marketing Communications in Emerging Economies, Volume I

Author : Thomas Anning-Dorson
Publisher : Palgrave Macmillan
ISBN 13 : 9783030813314
Total Pages : 0 pages
Book Rating : 4.8/5 (133 download)

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Book Synopsis Marketing Communications in Emerging Economies, Volume I by : Thomas Anning-Dorson

Download or read book Marketing Communications in Emerging Economies, Volume I written by Thomas Anning-Dorson and published by Palgrave Macmillan. This book was released on 2022-11-12 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Fashion Marketing in Emerging Economies Volume II

Author : Frederica Brooksworth
Publisher : Springer Nature
ISBN 13 : 303107078X
Total Pages : 296 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Fashion Marketing in Emerging Economies Volume II by : Frederica Brooksworth

Download or read book Fashion Marketing in Emerging Economies Volume II written by Frederica Brooksworth and published by Springer Nature. This book was released on 2022-12-12 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.

Green Marketing as a Positive Driver Toward Business Sustainability

Author : Naidoo, Vannie
Publisher : IGI Global
ISBN 13 : 1522595600
Total Pages : 356 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Green Marketing as a Positive Driver Toward Business Sustainability by : Naidoo, Vannie

Download or read book Green Marketing as a Positive Driver Toward Business Sustainability written by Naidoo, Vannie and published by IGI Global. This book was released on 2019-07-26 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life benefits shall increase. Encouraging the holistic nature of green, moreover, inspires other retailers to push the movement. Green Marketing as a Positive Driver Toward Business Sustainability is a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. While highlighting topics including green consumerism, electronic banking, and sustainability, this book is ideally designed for industrialists, marketers, professionals, engineers, educators, researchers, and scholars seeking current research on green development in regular movement.

Strategic Marketing Cases in Emerging Markets

Author : Atanu Adhikari
Publisher : Springer
ISBN 13 : 3319515454
Total Pages : 166 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Strategic Marketing Cases in Emerging Markets by : Atanu Adhikari

Download or read book Strategic Marketing Cases in Emerging Markets written by Atanu Adhikari and published by Springer. This book was released on 2017-05-03 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Communications and Brand Development in Emerging Markets Volume II

Author : Ogechi Adeola
Publisher : Springer Nature
ISBN 13 : 3030955818
Total Pages : 318 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Marketing Communications and Brand Development in Emerging Markets Volume II by : Ogechi Adeola

Download or read book Marketing Communications and Brand Development in Emerging Markets Volume II written by Ogechi Adeola and published by Springer Nature. This book was released on 2022-05-24 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.