Green Marketing in Emerging Markets: Strategic and Operational Perspectives, Mukonza Chipo, Hinson Robert E., Adeola Ogechi
Автор: Atanu Adhikari Название: Strategic Marketing Issues in Emerging Markets ISBN: 9811065047 ISBN-13(EAN): 9789811065040 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
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.
"This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners." -- Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association
"This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 34 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book." -- Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA
Автор: Chernev Alexander Название: Strategic Marketing Management ISBN: 1936572508 ISBN-13(EAN): 9781936572502 Издательство: Неизвестно Цена: 13783.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Steeds meer mensen ondervinden dat projectmanagement in een transitie terecht is gekomen. Van oudsher bekende en op zichzelf goede methoden en technieken zijn tegen hun grenzen aangelopen. Nieuwe inzichten en aanpakken winnen terrein. Geen wonder dat ook de inhoud en het nut van bestaande instituties op het gebied van projectmanagement, zoals vak- en certificeringsorganisaties meer en meer ter discussie worden gesteld. Ervaren projectmanagers beschouwen de uitgedijde methoden en technieken en de strakke certificeringen steeds meer als een keurslijf in plaats van als nuttige hulpmiddelen.Niet alleen projectmanagers hebben er last van. Ook lijnmanagers van grote organisaties kampen met het probleem. Velen zien om zich heen dat projecten niet naar wens verlopen, terwijl medewerkers toch volgens de voorgeschreven opgelegde procedures lijken te handelen. Het is alsof managers en medewerkers hun gezonde verstand thuislaten en procedures laten regeren over hun professionele handelen zonder oog te hebben voor de gevolgen ervan. Daarnaast zien we dat in de praktijk nieuwe aanpakken gretig worden omarmd als de heilige graal, zonder rekening te houden met de enorme omslag die dat betekent, niet alleen voor de directbetrokkenen maar zelfs voor de hele organisatie. Het risico is niet denkbeeldig dat de introductie van de nieuwe aanpak het werken in projecten verder bemoeilijkt en dat we zo het kind met het badwater weggooien.Transitie van projectmanagement betekent ook transitie voor de projectmanager. Daarom vonden we het hoog tijd een boek te schrijven voor deze projectmanager in transitie dat een nieuwe richting voor het vak aangeeft. In dit boek verkennen of beschrijven we een aantal belangrijke aspecten van die transitie. Zes auteurs hebben ieder een of meer hoofdstukken voor hun rekening genomen.Het eerste hoofdstuk analyseert de oorsprong van de begrippen `project` en `projectmanagement` en maakt duidelijk dat de huidige visies op het vak een doodlopende weg in dreigen te slaan. Het vervolghoofdstuk brengt een aantal stromingen in de projectmanagementwereld tot anno 2017 in beeld en slaat een brug tussen de projecten en organisaties.Hoofdstuk 3 stelt dat projectmanagementmethoden en projectmanagers ten onrechte zo veel mogelijk emoties en irrationaliteit negeren. We kunnen maar beter onder ogen zien dat ze een onlosmakelijk aspect zijn van ieder project en leren daarmee om te gaan.Een apart hoofdstuk wordt gewijd aan wicked vraagstukken, een type opgave dat kenmerken van volstrekte onvoorspelbaarheid vertoont en toch aan de orde van dag is. De bestaande projectmanagementmethoden bieden hierbij weinig houvast. Maar welke aanpak werkt dan wel?In het hoofdstuk over competenties en competentieontwikkeling staat de competentie-ontwikkeling van de projectmanager, zijn waarden en drijfveren centraal. Wat zijn competenties, competentie-frameworks en welke zijn belangrijk voor mij als projectmanager? Hoe kan de projectmanager de steeds belangrijker wordende gedragscompetenties ontwikkelen? In hoeverre kan de veel gebruikte ICB 4 van IPMA daarbij helpen?In het laatste hoofdstuk wordt een aantal scenario`s beschreven voor de mogelijke ontwikkeling van de professie, gebaseerd op een aantal trends. De trends zijn door de auteurs van dit boek geselecteerd mede op basis van soms verrassende gezichtspunten van ervaren collega`s uit het veld.Door het boek heen staan inspirerende verhalen die zijn opgetekend uit de mond van projectmanagers die op zeer verschillende terreinen succesvolle projecten hebben uitgevoerd. Zowel een feest van herkenning als een bron van nieuwe inzichten.
Автор: Adhikari Atanu Название: Strategic Marketing Issues in Emerging Markets ISBN: 9811338868 ISBN-13(EAN): 9789811338861 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
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.
Автор: Atanu Adhikari; Sanjit Kumar Roy Название: Strategic Marketing Cases in Emerging Markets ISBN: 3319846795 ISBN-13(EAN): 9783319846798 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Поставка под заказ.
Описание: This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets.
Название: Perspectives on Purpose ISBN: 0815387245 ISBN-13(EAN): 9780815387244 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book collects stories, best practices, case studies, and thought leadership from a diverse group of leaders on practicing `purpose`. We`ll hear how purpose is being practiced inside the walls of Airbnb. Sephora, Hyatt, Thorn, VF Corporation, Diageo, Ben & Jerry`s, amongst others.
Название: Perspectives on Impact ISBN: 0367112477 ISBN-13(EAN): 9780367112479 Издательство: Taylor&Francis Рейтинг: Цена: 5205.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book offers a snapshot of how the `impact` industry is tackling the complex, multi-dimensional challenges facing our world.
Название: Perspectives on Impact ISBN: 1138321192 ISBN-13(EAN): 9781138321199 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book offers a snapshot of how the `impact` industry is tackling the complex, multi-dimensional challenges facing our world.
Автор: Mark Anthony Camilleri Название: Strategic Perspectives in Destination Marketing ISBN: 1522558357 ISBN-13(EAN): 9781522558354 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 31324.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The marketing of a destination requires effective planning and organization to engage prospective visitors. However, adequately marketing a destination requires not only a knowledge of the marketing channels but also an in-depth understanding of the motives and facilitators of tourism.Strategic Perspectives in Destination Marketing is a collection of innovative research on the methods and applications of branding in the tourism, travel, and hospitality industry sectors. It explores the pedagogical applications of socio-economic, environmental, and technological impacts of tourism through various regional-focused empirical studies and contemporary discussions. While highlighting topics including destination authenticity, consumer behavior, online travel businesses, and tourism promotion, this book is ideally designed for managers, travel agents, tourism professionals, executives, marketing agencies, academicians, researchers, and graduate-level students seeking current research on the applications of branding strategies in the tourism sector.
Название: Perspectives on Purpose ISBN: 036711237X ISBN-13(EAN): 9780367112370 Издательство: Taylor&Francis Рейтинг: Цена: 4898.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book collects stories, best practices, case studies, and thought leadership from a diverse group of leaders on practicing `purpose`. We`ll hear how purpose is being practiced inside the walls of Airbnb. Sephora, Hyatt, Thorn, VF Corporation, Diageo, Ben & Jerry`s, amongst others.
Chapter 1: Marketing Brands in Africa: An Introduction
This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic.
Tentative Lead Contributor: Dr Samuelson Appau
PART 1: PRACTICAL PERSPECTIVES
Chapter 2: Branding Start-ups in Africa
There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the "Silicon Savannah" of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa.
Tentative Lead Contributor: Mr Sydney Sam
Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa
Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibбсez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images.
Tentative Lead Contributor: Mr Kevin Okyere
Chapter 4: Branding and Marketing Religious Organizations in Africa
It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an "incurably religious" culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion.
Tentative Lead Contributor: Professor Asonzeh Ukah
Chapter 5: Visit Africa: Place Branding in Africa
Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations.
Tentative Lead Contributor: Dr Arinze Nwoba
Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa
Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of
Описание: Many governments in developing nations are finding it nearly impossible to address challenges posed to their countries, including poverty, disease, and high levels of youth unemployment. Thus, social entrepreneurs are attempting to address these social challenges through the creation of social enterprises. However, further research is needed as to what social entrepreneurship is and how these enterprises can utilize and formulate marketing strategies. Strategic Marketing for Social Enterprises in Developing Nations provides innovative insights for an in-depth understanding of where marketing and social entrepreneurship interact, providing clarity as to what social entrepreneurship is as an organizational offering, what drives social entrepreneurship, and the formulation of marketing strategies for social enterprises. Highlighting topics such as income generating, marketing management, and media dependency theory, it is designed for managers, entrepreneurial advisors, entrepreneurs, industry professionals, practitioners, researchers, academicians, and students.
