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Research handbook of marketing in emerging economies

Author: Marin Marinov
Publisher: Cheltenham, UK ; Northampton, MA, USA : Edward Elgar Publishing, [2017] ©2017
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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,  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Research handbook of marketing in emerging economies.
Cheltenham, UK ; Northampton, MA, USA : Edward Elgar Publishing, [2017]
(DLC) 2016959913
(OCoLC)964380199
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Marin Marinov
ISBN: 9781784713171 1784713171
OCLC Number: 983345224
Description: 1 online resource (310 pages) : illustrations
Contents: Introduction: Marketing in emerging economies / Marin A. Marinov --
1 Data collection procedure equivalence in emerging economy market research / Pervez N. Ghauri, Agnieszka Childlow --
2 Globalization, sustainability and marketing of healthcare in emerging markets: Doing good while doing well / Van R. Wood --
3 Marketing accountability in emerging economy firms / Maja Arslangić-Kalajdžić, Vesna Žabkar --
4 Materialistic tendencies and adolescent healthy food consumption: Setting the research agenda / Nesma Ammar, Noha El-Bassiouny, 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, Nikhilesh Dholakia --
7 Perceived advertising intrusiveness and avoidance in emerging economies: The case of China / Dan A. Petrovici, Svetla T. Marinova, Marin A. Marinov --
8 Value branding in emerging economies as a social dimension in the Indian context / S. Ramesh Kumar, Svetla T. Marinova --
9 Researching country image construct in the context of emerging economies / Durdana Ozretic-Dosen, Vatroslave Skare, Zoran Krupka --
10 Opening the black box of Russian culture in B2B relationships / Carl Arthur Solberg, Anzhelika Osmanova --
11 Russian consumer behavior: In search of a balance between national uniqueness and Western mainstream / Sergei F. Sutyrin, Irina V. Vorobieva --
12 Marketing in an emerging economy: The Russian e-commerce market / Maria Smirnova, Vera Rebiazina, Anna Daviy --
13 Marketing in Bulgaria: A small emerging economy and multicultural markets / Vesselin Blagoev, Michael Minkov --
14 Diffusion of supermarkets in Bangladesh: Miles to go / M. Yunus Ali, Anisur Rahman Faroque.
Responsibility: edited by Marin A. Marinov, Professor of International Business, Aalborg University, Denmark.

Abstract:

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  Read more...

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'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 Read more...

 
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