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Atanu (Hrsg.) Adhikari

Strategic Marketing Issues in Emerging Markets

Buch

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 diversi… Mehr

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Produktdetails


  • ISBN: 978-981-10-6504-0
  • EAN: 9789811065040
  • Produktnummer: 23870806
  • Verlag: Springer-Verlag GmbH
  • Sprache: Englisch
  • Erscheinungsjahr: 2018
  • Seitenangabe: 372 S.
  • Masse: H24.1 cm x B16.0 cm x D2.6 cm 746 g
  • Abbildungen: Book; Bibliographie
  • Gewicht: 746

Über den Autor


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.

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