Overview

Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multicultural markets in marketing and retail marketing of multinational corporations.

Full Product Details

Author:   Marin A. Marinov
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
ISBN:  

9781784713164

ISBN 10:   1784713163
Pages:   328
Publication Date:   28 April 2017
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Contents: Introduction: Marketing in emerging economies Marin A. Marinov 1. Data collection procedure equivalence in emerging economy market research Pervez N. Ghauri and Agnieszka Chidlow 2. Globalization, sustainability and marketing of healthcare in emerging market economies: Doing good while doing well Van R. Wood 3. Marketing accountability in emerging economy firms Maja Arslanagic-Kalajdzic and Vesna Zabkar 4. Materialistic tendencies and adolescent healthy food consumption: Setting the research agenda Nesma Ammar, Noha El-Bassiouny and Ronia Hawash 5. Psychobranding of emerging economy firms: Building emotional connections with local consumers G. Nicolas Kfuri 6. Multinational corporation retailing in emerging economies: Interplays of resistance, cooperation and transmutation Marie-Laure Baron, Ruby Roy Dholakia and Nikhilesh Dholakia 7. Perceived advertising intrusiveness and avoidance in emerging economies - the case of China Dan A. Petrovici, Svetla T. Marinova and Marin A. Marinov 8. Value branding in emerging economies as a social dimension in the Indian context S. Ramesh Kumar and Svetla T. Marinova 9. Researching country image construct in the context of emerging economies Durdana Ozretic-Dosen, Vatroslav Skare and Zoran Krupka 10. Opening the black box of Russian culture in B2B relationships Carl Arthur Solberg and Anzhelika Osmanova 11. Russian consumer behaviour: In search of a balance between national uniqueness and western mainstream Sergei F. Sutyrin and Irina V. Vorobieva 12. Marketing in an emerging economy: The Russian e-commerce market Maria Smirnova, Vera Rebiazina and Anna Daviy 13. Marketing in Bulgaria: A small emerging economy and multicultural markets Vesselin Blagoev and Mihael Minkov 14. Diffusion of supermarkets in Bangladesh - miles to go M. Yunus Ali and Anisur Rahman Faroque Index

Reviews

'The role of emerging economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in emerging economies, largely neglecting marketing strategies and other marketing related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in Emerging Economies.' -- Jorma Larimo, University of Vaasa, Finland

'The role of Emerging Economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro level analysis of entry barriers and/or investments in Emerging Economies, largely neglecting marketing strategies and other marketing related issues. With fourteen different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in Emerging Economies.' -- Jorma Larimo, University of Vaasa, Finland

'The role of emerging economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in emerging economies, largely neglecting marketing strategies and other marketing-related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in emerging economies.' -- Jorma Larimo, University of Vaasa, Finland

'The role of Emerging Economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in Emerging Economies, largely neglecting marketing strategies and other marketing related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in Emerging Economies.' -- Jorma Larimo, University of Vaasa, Finland

Author Information

Edited by Marin A. Marinov, Professor of International Business, Aalborg University, Denmark

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