Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices
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| Publisher | Springer |
| ISBN 13 | 9783031516887 |
| ISBN 10 | 3031516885 |
| Author | Dilip S Mutum |
| Language | English |
| Book Description | 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 |
| About the Author | 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. |
| Publication Date | 2 April 2024 |
| Number of Pages | 257 pages |
Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices
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