Research Handbook of Marketing in Emerging Economies

Buch | Hardcover

328 Seiten

2017
Edward Elgar Publishing Ltd (Verlag)
978-1-78471-316-4 (ISBN)

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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.

Recently, emerging economies have contributed significantly to world economic growth and output. The Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific processes and requirements, as well as the consequences of conducting marketing in these challenging contexts.Addressing diverse issues from a universal as well as regional and country specific perspective, this book sheds light on general topics such as data collection procedures equivalence and marketing accountability as well as exploring specific contexts such as Central and Eastern Europe and India. 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 multi-cultural markets in marketing, retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.

Timely and engaging, this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners, managers and policy makers working in emerging economies will also benefit from practical guidance on both improving approaches to serving customers as well as creating conducive environments for serving customers.

Contributors include: M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z. Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A. Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare, M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V. Zabkar

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

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 Arslanagić-Kalajdžić and Vesna Žabkar

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. Nicolás 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

Erscheinungsdatum	01.02.2018
Reihe/Serie	Research Handbooks in Business and Management series
Verlagsort	Cheltenham
Sprache	englisch
Maße	156 x 234 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-78471-316-3 / 1784713163
ISBN-13	978-1-78471-316-4 / 9781784713164
Zustand	Neuware