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International marketing : emerging markets / edited by Shaoming Zou, University of Missouri, Columbia, MO, USA and Peking University, Beijing, China, Huifen Fu, University of International Business and Economics, Beijing, China.

Contributor(s): Zou, Shaoming [editor.] | Fu, Huifen [editor.]
Material type: TextTextSeries: Advances in international marketing ; volume 21Publisher: Bingley, UK : Emerald Group Publishing Limited, 2011Edition: First editionDescription: xiv, 307 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780857244475 (hbk.)Subject(s): Export marketing | Communication and mass media March2020Genre/Form: -- Text book DDC classification: 382.6091724 Summary: 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.
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book - (Non borrowing) Book - (Non borrowing) Central Library
First floor
Baccah 382.6091724 INT (Browse shelf) Not for loan 000049063
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 382.6091724 INT (Browse shelf) Available 000049064
Total holds: 0

Includes bibliographical references.

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.

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