研究手册Marketing in Emerging Economies

Research Handbooks in Business and Management series

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

Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & 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 and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.

'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