Services Marketing Issues in Emerging Economies, Adhikari Atanu
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: Adhikari Atanu Название: Services Marketing Issues in Emerging Economies ISBN: 9811587868 ISBN-13(EAN): 9789811587863 Издательство: Springer Цена: 20962.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: 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 Service: Theoretical Underpinnings and Emerging Market Implications.- Institutional Arrangements and Inter-Organizational Governance in Service Companies.- Distribution Service Issues in Emerging Rural Markets With Special Reference to India.- Marketing-Mix and Customer Loyalty in Services Marketing.
Описание: 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.
Описание: Chapter 1. Traditional and Contemporary Notions of Marketing Communications (Genevieve Bosah) Chapter 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix (Ligia A. Trejo) Chapter 3. Marketing Communication Planning for SMEs in Emerging Markets (Bright Senanu & Thomas Anning-Dorson) Chapter 4. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19 (Trum Kojo Kakra & Richard Kwame Nimako) Chapter 5. Ithemba lilla nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties (Kelebogile Makhafola & Thomas Anning-Dorson) Chapter 6. Perception of Integrated Marketing Communications Practice: Evidence from Rural and Community Banks (Ike Tandoh, Nicholas Oppong Mensah & Albert Anani-Bossman) Chapter 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory (Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba & Robert Ebo Hinson) Chapter 8. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic (Charmaine du Plessis) Chapter 9. Aesthetics Response to Point-of-Purchase Advertising and Purchase Inten-tions of Groceries (Kojo Kakra Twum, Andrews Agya Yalley, Kwamena Minta Nyarku, Masud Ibra-him & Godwyn Manful) Chapter 10. Analyzing the Use of Social Media CommunicatioN Strategies in Indonesia and Malaysia: Insights and Implications (Fandy Tjiptono, Ghazala Khan & Ewe Soo Yeong) Chapter 11. Integrated Marketing Communications in Emerging Economies - Conclusions and Recommendations
Описание: 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.
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.
Автор: Vipin Nadda, Sumesh Dadwal, Roya Rahimi Название: Promotional Strategies and New Service Opportunities in Emerging Economies ISBN: 1522522069 ISBN-13(EAN): 9781522522065 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 27027.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Examines the field of service marketing and promotions, service innovations, and branding in developing countries. Highlighting multidisciplinary studies on self-service technologies, sustainable consumption, and customer relation management, this publication is an ideal reference source for policy makers, academics, practitioners, researchers, students, marketers, and government officials.
Автор: Bikramjit Rishi, Sapna Popli Название: Crafting Customer Experience Strategy: Lessons from Asia ISBN: 1839097116 ISBN-13(EAN): 9781839097119 Издательство: Emerald Рейтинг: Цена: 15041.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a competitive advantage for businesses. This is essential reading for marketing scholars and practitioners looking for insights into improving their customers` experiences.
Автор: Mogaji Emmanuel, Adeola Ogechi, Adisa Isaiah Название: Green Marketing in Emerging Economies: A Communications Perspective ISBN: 303082571X ISBN-13(EAN): 9783030825713 Издательство: Springer Рейтинг: Цена: 22359.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: 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.
Описание: 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 boost business performance for competitive advantage.
Автор: Rajeev Batra Название: Marketing Issues in Transitional Economies ISBN: 0792384989 ISBN-13(EAN): 9780792384984 Издательство: Springer Рейтинг: Цена: 23757.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently.
Автор: Rajeev Batra Название: Marketing Issues in Transitional Economies ISBN: 1461372755 ISBN-13(EAN): 9781461372752 Издательство: Springer Рейтинг: Цена: 13974.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently.
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