000			01606nam a22002297a 4500
005			20250109143418.0
008			250109b |||||||| |||| 00| 0 eng d
020			_a9783031516887
082			_a658.8 _bMUT
245			_aMarketing case studies in emerging markets: _bcontemporary multi-industry issues and best-practices
260			_bSpringer _aCham _c2024
300			_avi, 257 p.
365			_aEUR _b59.99
490			_aSpringer Business Cases
520			_aThere is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. As a result, companies in these markets face different challenges and opportunities. Unfortunately, there is a lack of marketing cases from these markets. This book presents actual real-world marketing cases in these markets offering an in-depth look at some of the issues faced by companies in different industries. It is hoped that the cases would serve as valuable reference material for academics, students, professionals in marketing, business strategy, and other related fields as well as policymakers, to better understand the challenges of these markets, and develop strategies to succeed in them. (https://link.springer.com/book/10.1007/978-3-031-51689-4)
650			_aMarketing--Case studies _920229
700			_aMutum, Dilip S [Editor] _920296
700			_aEwe, Soo Yeong [Editor] _920297
700			_aGhazali, Ezlika M [Editor] _920298
700			_aVincent, Racheal Louis [Editor] _920299
942			_cBK _2ddc
999			_c8386 _d8386