Presents the latest perspectives from industry and academia

Covers the entire gamut of strategic marketing issues in emerging markets

Investigates actual business situations and coherently reflects on several business issues to provide a road map for marketing strategies

Presents the latest perspectives from industry and academia Covers the entire gamut of strategic marketing issues in emerging markets Investigates actual business situations and coherently reflects on several business issues to provide a road map for marketing strategies

Autorentext

Dr. Atanu Adhikari is a Professor of Marketing at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the London Business School, UK. His areas of research include consumer choice behavior, experience product marketing, and strategic marketing issues. Atanu is actively involved in scholarly academic research and has published his research work in national and international peer-reviewed academic journals and edited books with Springer, John Wiley, Gower, Sage, Elsevier, and Taylor & Francis. His research work has been selected and presented at a number of top-level international conferences organized by Marketing Science, the Academy of Marketing Science, American Marketing Association, Royal Statistical Society, and similar academic forums in India, the USA, UK, France, Australia, Germany, Italy, and Singapore.

Zusammenfassung

Presents the latest perspectives from industry and academia

Covers the entire gamut of strategic marketing issues in emerging markets

Investigates actual business situations and coherently reflects on several business issues to provide a road map for marketing strategies

Inhalt

Chapter 1. Introduction.- SECTION I: Strategic Elements of Marketing in Emerging Market.- Chapter 2. Data Driven Marketing Strategy.- Chapter 3. Use of Budgeting in Marketing Strategy.- SECTION II: Marketing Mix Elements in Emerging Market.- Chapter 4. Decades in Marketing Strategy and Digital Channel.- SECTION III: Consumer decision-making processes.- Chapter 5. Customer engagement strategy in emerging market.- SECTION IV: Marketing in Business to Business Market in Emerging Economies.- SECTION V: Dark Side of Emerging Markets.