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by Atanu Adhikari (Editor)
About the Author
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.
About this book
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.
Table of contents
Part I Consumers in Emerging Market
1 The Study of Consumer Discrete Emotions: A New Imperative in India
2 Consumer Behaviour in Emerging Markets
3 Customer Relationship Management in Emerging Markets
4 The Neo-Middle Class: A Unique Opportunity for a Marketer
Part II Marketing Tactics
5 Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India
6 Retailing in Emerging Markets
7 Effect of Store Loyalty on Impulse Buying Behaviour in Emerging Markets: Observations and Propositions
8 Rural Marketing
9 Rural Marketing Issues in Emerging Markets
10 New Product Strategy/Innovation: Challenges and Opportunities in Emerging Market
11 Strategic Marketing Opportunities in Higher Education in India
12 Strategic Market Segmentation in the Dynamic Emerging Markets
Part III Digital Marketing
13 Strategic Application of Mobile Couponing in Indian Market
14 Demonetization in India: Opportunity for Digital Payment Industry
15 Digital Strategies: Compatibility Issues in Emerging Markets
16 Challenges to Marketing in Digital India
17 Digital Disruption in Emerging Markets
Part IV Multinational Marketing
18 Are Mid-Segment Markets in India Still Elusive to MNCs?
19 Challenges in Customer Relationship Management with Export Customers—India as a Specific Case in Emerging Markets
20 Rising Ethnic Nationalism and Protectionism: Impact on Global Companies and Brands in Emerging Markets
21 MNC’s Approach in Emerging Markets
22 Multinational Company’s Approach to Emerging Markets—Growth Market Unit of IBM
Part V Business to Business Marketing
23 Globalization of Indian B2B Firms: Past Performance and Future Challenges
24 Empowering Agribusiness with Digital Innovation for Emerging Market
25 Strategic Market Segmentation for B2B Enterprises
26 Strategic Marketing Consideration for IT Industry
Part VI Business Strategy
27 Are Business Group Affiliation Advantages and Diversification Premium Found in Emerging Economies Likely to
Over Time?
28 Applying Porter’s Five Force Framework in Emerging Markets—Issues and Recommendations
29 Physical Marketplace or Virtual Marketplace: The Choice That Modern Businesses Need to Make
Part VII Corporate Social Responsibility and Sustainability
30 Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets
31 Corporate Social Responsibility and Corporate Image Resurrection: Cases of Mining Firms in Odisha
32 Sustainability Performance—A Key Marketing Tool for Consumer Brands
Length: 372 pages
Publisher: Springer; 1st ed. 2018 edition (July 27, 2018)
Language: English
ISBN-10: 9789811065040
ISBN-13: 978-9811065040
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