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 AssociationThis 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 32 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.
