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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and communication technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this as it examines the practice and research related to digital and social media marketing.

Internet marketing. --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Marketing --- Information technology. --- Business—Data processing. --- Globalization. --- Markets. --- IT in Business. --- Online Marketing/Social Media. --- Emerging Markets/Globalization. --- Public markets --- Commerce --- Fairs --- Market towns --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- IT (Information technology) --- Technology --- Telematics --- Information superhighway --- Knowledge management --- Màrqueting per Internet

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This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets’ dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. "This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners." -- Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association "This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 34 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book." -- Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA.

Marketing --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing. --- Globalization. --- Leadership. --- Emerging Markets/Globalization. --- Business Strategy/Leadership. --- Ability --- Command of troops --- Followership --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Markets. --- Public markets --- Commerce --- Fairs --- Market towns --- Màrqueting --- Estudis de mercat --- Comercialització --- Anàlisi conjunt (Màrqueting) --- Cicle de vida del producte --- Codificació de productes --- Construcció de marca (Màrqueting) --- Diferenciació de productes --- Fidelització dels clients --- Llotges de comerç --- Màrqueting bancari --- Màrqueting ecològic --- Màrqueting internacional --- Màrqueting de relacions --- Màrqueting directe --- Màrqueting industrial --- Màrqueting per Internet --- Màrqueting social --- Màrqueting territorial --- Màrqueting turístic --- Marxandatge --- Política de preus --- Productes nous --- Ciències empresarials --- Gestió de vendes --- Venda --- Anàlisi de mercat --- Anàlisi del mercat --- Informes de mercat --- Investigació comercial --- Investigació de mercat --- Prospecció comercial --- Enquestes de consum --- Conducta dels consumidors --- Sondejos d'opinió

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This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: "how useful and relevant is this concept? Will it improve dec

BUSINESS & ECONOMICS / Sales & Selling. --- Marketing. --- Marketing --- Commerce --- Business & Economics --- Marketing & Sales --- Industrial management. --- Business administration --- Business enterprises --- Business management --- Corporate management --- Corporations --- Industrial administration --- Management, Industrial --- Rationalization of industry --- Scientific management --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Management --- Business --- Industrial organization --- Industrial management --- Aftermarkets --- Selling --- E-books --- Màrqueting --- Direcció d'empreses --- Administració d'empreses --- Administració industrial --- Direcció i administració d'empreses --- Gerència d'empreses --- Gestió d'empreses --- Gestió de negocis --- Gestió empresarial --- Gestió industrial --- Management (Empreses) --- Organització d'empreses --- Gestió --- Adquisicions en l'empresa --- Anàlisi de ratios --- Control de gestió --- Economia d'empresa --- Eficiència industrial --- Gestió de la producció --- Gestió de vendes --- Gestió del disseny --- Gestió financera --- Gestió hospitalària --- Gestió pressupostària --- Finançament de l'empresa --- Govern corporatiu --- Jocs d'empresa --- Organització del treball --- Planificació empresarial --- Projecte d'empresa --- Reorganització d'empreses --- Ciències empresarials --- Gestió de projectes --- Comercialització --- Anàlisi conjunt (Màrqueting) --- Cicle de vida del producte --- Codificació de productes --- Construcció de marca (Màrqueting) --- Estudis de mercat --- Diferenciació de productes --- Fidelització dels clients --- Llotges de comerç --- Màrqueting bancari --- Màrqueting ecològic --- Màrqueting internacional --- Màrqueting de relacions --- Màrqueting directe --- Màrqueting industrial --- Màrqueting per Internet --- Màrqueting social --- Màrqueting territorial --- Màrqueting turístic --- Marxandatge --- Política de preus --- Productes nous --- Venda

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Microsoft Excel (Computer file) --- Microsoft Excel for the Macintosh --- Microsoft Excel for Windows --- Excel (Computer file) --- Excel for Windows --- Microsoft Excel for Windows 95 --- Excel 97 --- Microsoft Excel 97 for Windows --- Excel 2000 --- Excel 2000 for Windows 95 --- Microsoft Excel 2002 --- Microsoft Office Excel 2003 --- Excel 2003 --- Microsoft Excel 2007 --- Excel 2007 --- Excel 2010 --- Microsoft Excel 2013 --- Excel 2013 --- Microsoft Excel 2016 --- Excel 2016 --- Màrqueting --- Estadística matemàtica --- Microsoft Excel (Fitxer informàtic) --- Estadística descriptiva --- Inferència estadística --- Matemàtica estadística --- Mètodes estadístics --- Estadística --- Anàlisi d'error (Matemàtica) --- Anàlisi de regressió --- Anàlisi de sèries temporals --- Anàlisi de variància --- Anàlisi multivariable --- Anàlisi seqüencial --- Astronomia estadística --- Correlació (Estadística) --- Dependència (Estadística) --- Estadística no paramètrica --- Estadística robusta --- Física estadística --- Mètode dels moments (Estadística) --- Models lineals (Estadística) --- Models no lineals (Estadística) --- Teoria de l'estimació --- Teoria de la predicció --- Tests d'hipòtesi (Estadística) --- Biometria --- Mostreig (Estadística) --- Marketing --- Comercialització --- Anàlisi conjunt (Màrqueting) --- Cicle de vida del producte --- Codificació de productes --- Construcció de marca (Màrqueting) --- Estudis de mercat --- Diferenciació de productes --- Fidelització dels clients --- Llotges de comerç --- Màrqueting bancari --- Màrqueting ecològic --- Màrqueting internacional --- Màrqueting de relacions --- Màrqueting directe --- Màrqueting industrial --- Màrqueting per Internet --- Màrqueting social --- Màrqueting territorial --- Màrqueting turístic --- Marxandatge --- Política de preus --- Productes nous --- Ciències empresarials --- Gestió de vendes --- Venda --- Excel (Fitxer informàtic) --- Microsoft Excel --- Microsoft Excel 5 (Programes d'ordinador) --- Microsoft Excel 2000 (Programes d'ordinador) --- Microsoft Excel (Programa d'ordinador) --- Microsoft Excel (Programes d'ordinador) --- Excel (Programes d'ordinador)

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This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.

Political philosophy. Social philosophy --- International relations. Foreign policy --- Developing countries: economic development problems --- Marketing --- Programming --- Information systems --- MIS (management informatie systeem) --- bedrijfseconomie --- marketing --- globalisering --- informatica management --- Marketing. --- Management information systems. --- Globalization. --- Markets. --- Business Information Systems. --- Emerging Markets/Globalization. --- Màrqueting --- Estudis de mercat --- Globalització (Economia) --- Gestió de la informació --- Globalització de l'economia internacional --- Internacionalització (Economia) --- Internacionalització de l'economia --- Mundialització (Economia) --- Mundialització de l'economia --- Economia internacional --- Globalització --- Deslocalització industrial --- Integració econòmica --- Anàlisi de mercat --- Anàlisi del mercat --- Informes de mercat --- Investigació comercial --- Investigació de mercat --- Prospecció comercial --- Enquestes de consum --- Conducta dels consumidors --- Sondejos d'opinió --- Comercialització --- Anàlisi conjunt (Màrqueting) --- Cicle de vida del producte --- Codificació de productes --- Construcció de marca (Màrqueting) --- Diferenciació de productes --- Fidelització dels clients --- Llotges de comerç --- Màrqueting bancari --- Màrqueting ecològic --- Màrqueting internacional --- Màrqueting de relacions --- Màrqueting directe --- Màrqueting industrial --- Màrqueting per Internet --- Màrqueting social --- Màrqueting territorial --- Màrqueting turístic --- Marxandatge --- Política de preus --- Productes nous --- Ciències empresarials --- Gestió de vendes --- Venda --- Public markets --- Commerce --- Fairs --- Market towns --- Gestió dels recursos d'informació --- Infonomia --- IRM --- Administració --- Sistemes d'informació --- Gestió electrònica de documents --- Sistemes de gestió de continguts --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Computer-based information systems --- EIS (Information systems) --- Executive information systems --- MIS (Information systems) --- Sociotechnical systems --- Information resources management --- Management --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Communication systems