International Marketing: Emerging Markets (BOK)

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The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of "Advances in International Marketing" is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2011 Forlag
Emerald Group Publishing Ltd
ISBN 9780857244475 Antall sider 300
Dimensjoner 15,6cm x 23,4cm x 2,8cm Vekt 640 gram
Leverandør Bertram Trading Ltd Andre medvirkende Huifen Fu, Shaoming Zou
Emner og form Sales & marketing, International business