Strategic Marketing Issues in Emerging Markets / edited by Atanu Adhikari.

The study of consumer Discreet Emotions: A new imperative in India -- Consumer behaviour in emerging markets -- Customer relationship management n emerging markets -- The Neo-middle class: A unique opportunity for a marketer -- distribution challenges in emerging markets: observations and propositions -- Rural marketing -- Rural marketing issues in emerging markets --New product strategy/ innovation: challanges and opportunities in emerging market -- Strategic marketing opportunities in Higher Education in India -- Strategic market segmentation in the dynamic emerging markets -- Strategic application of mobile couping in Indian market -- Demonetization in India: Opportunity for digital payment industry -- Digital strategies: Compatibility issues in emerging markets -- Challenges to marketing in digital India -- Digital disruption in emerging markets -- Are mid-segment markets in India still elusive to MNCs?-- Challenges in customer relationship management with export customers-India asa specific case in emerging markets -- Rising ethnic nationalism and protectionism: impact n global companies and brands in emerging markets -- MNC's approach in emerging markets -- Multinational Company's Approach to emerging markets- Growth market unit of IBM -- Globalization of Indiana B2B firms: past performance and future challenges -- Empowering agribusiness with digital innovation for emerging market -- Strategic market segmentation for B2B enterprises -- Strategic marketing consideration for IT industry -- Are business group affiliation advantages and diversification premium found in emerging economies likely to hold over time -- Applying Porter's five force framework in emerging markets-Issues and recommendations -- Physical marketplace or virtual marketplace: The choice that modern businesses need to make -- Sustainability marketing and its outcomes: A discussion in the context of emerging markets -- Corporate social responsibility and corporate image Resurrection: cases of mining firms in Odisha -- Sustainability performance -A key marketing tool for Consumer brands --

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 34 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.