Introduction: Emerging market resilience: modern marketing strategies for a dynamic world

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Abstract

This introduction to the book “Marketing Case Studies in Emerging Markets: Contemporary Issues” examines the dynamic world of marketing in emerging markets. It defines these markets, contrasts global classifications, and underscores their economic significance. The book presents rich case studies across various themes, including crisis management, digital transformation, environmental accountability, and consumer behavior, highlighting these markets' unique challenges and opportunities. This comprehensive collection aims to inspire innovative practices that respect the diversity and potential of emerging markets.
Original languageEnglish
Title of host publicationMarketing Case Studies in Emerging Markets
Subtitle of host publicationContemporary Multi-Industry Issues and Best-Practices
EditorsDilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Place of PublicationCham Switzerland
PublisherSpringer
Pages1-5
Number of pages5
Edition1st
ISBN (Electronic)9783031516894
ISBN (Print)9783031516887
DOIs
Publication statusPublished - 2024

Publication series

NameSpringer Business Cases
ISSN (Print)2662-5431
ISSN (Electronic)2662-544X

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