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Research Handbook of Marketing in Emerging Economies

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.
Extent: 328 pp
Hardback Price: $190.00 Web: $171.00
Publication Date: 2017
ISBN: 978 1 78471 316 4
Availability: In Stock
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  • Business and Management
  • International Business
  • Marketing
  • Research Methods
  • Research Methods in Business and Management
  • Research Methods
Recently, emerging economies have contributed significantly to world economic growth and output. This 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 procedure equivalence and marketing accountability, in addition to exploring specific context, 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 multicultural markets in marketing and retail marketing of multinational corporations.

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 improving approaches to serving customers, as well as creating conducive environments for serving customers.
'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
Contributors: M.Y. Ali, N. Ammar, M. Arslanagi?-Kalajdži?, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P.N. 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.F. Sutyrin, I.V. Vorobieva, V.R. Wood, V. Žabkar

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 Arslanagi?-Kalajdži? 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