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 32 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.
