Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices

Mutum, Dilip S., Ewe, Soo Yeong, Ghazali, Ezlika M.

Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices
  • 出版商: Springer
  • 出版日期: 2024-04-02
  • 售價: $2,760
  • 貴賓價: 9.5 折 $2,622
  • 語言: 英文
  • 頁數: 257
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031516885
  • ISBN-13: 9783031516887
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

商品描述

There 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.

商品描述(中文翻譯)

由於新興市場相較於發達經濟體具有較高的經濟增長率，因此對於這些市場的興趣日益增加。然而，這些市場擁有多樣化的消費者基礎，具有獨特的需求和偏好。因此，這些市場中的公司面臨著不同的挑戰和機遇。不幸的是，這些市場缺乏行銷案例。本書呈現了這些市場中的實際行銷案例，深入探討了不同行業公司所面臨的問題。希望這些案例能夠成為學術界、學生、行銷專業人士、商業策略等相關領域的專業人士以及政策制定者的寶貴參考資料，以更好地了解這些市場的挑戰，並制定成功策略。

作者簡介

Dilip S. Mutum is a professor of marketing at the School of Business, Monash University Malaysia. His research interests include digital consumption, social networking, strategic marketing, and sustainable marketing. Dr. Mutum has also advised various organizations on digital marketing and digital transformation. His research has been published within a range of publications - both in print and online.

Soo Yeong Ewe is a senior lecturer of marketing at the School of Business, Monash University Malaysia. She is an experienced researcher in multidisciplinary studies and experimental approaches. Her research interests include consumer decision-making, sustainable consumption, sustainable marketing strategies, personal selling strategies, and technology adoption. Her research work has been published in high-ranked journals and book chapters.

Ezlika M. Ghazali is an associate professor at the Faculty of Business & Economics, University of Malaya (Malaysia). Her research interests include consumer behavior, switching barriers, augmented-reality marketing, online retailing, sustainable marketing, and social entrepreneurship. Dr. Ghazali has been widely published in several high-ranked journals including Information Technology & People, Internet research, Journal of Retailing and Consumer Services, Electronic Markets, etc. She has also received several research and publication awards.

Racheal Louis Vincent is a lecturer at the School of Business, Monash University Malaysia. Her research interest lies in the areas of shared consumption, and in particular collaborative fashion consumption, digital marketing, social media marketing, and consumer behavior.

作者簡介(中文翻譯)

Dilip S. Mutum是馬來西亞蒙納士大學商學院的市場學教授。他的研究興趣包括數位消費、社交網絡、策略行銷和可持續行銷。Mutum博士還曾就數位行銷和數位轉型向各種組織提供過建議。他的研究成果已在各種印刷和線上出版物中發表。

Soo Yeong Ewe是馬來西亞蒙納士大學商學院的市場學高級講師。她是一位在多學科研究和實驗方法方面有豐富經驗的研究者。她的研究興趣包括消費者決策、可持續消費、可持續行銷策略、個人銷售策略和技術採用。她的研究成果已在高排名期刊和專書章節中發表。

Ezlika M. Ghazali是馬來亞大學商學與經濟學院的副教授。她的研究興趣包括消費者行為、轉換障礙、擴增實境行銷、線上零售、可持續行銷和社會企業。Ghazali博士在多個高排名期刊上發表過許多研究成果，包括《資訊科技與人民》、《網際網路研究》、《零售與消費者服務期刊》、《電子市場》等。她還獲得過多個研究和出版獎項。

Racheal Louis Vincent是馬來西亞蒙納士大學商學院的講師。她的研究興趣主要集中在共享消費領域，特別是協作時尚消費、數位行銷、社交媒體行銷和消費者行為。

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