© 2018

Strategic Marketing Issues in Emerging Markets

  • Atanu Adhikari

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Consumers in Emerging Market

    1. Front Matter
      Pages 1-1
    2. Rima Bhattacherjee, Atanu Adhikari
      Pages 19-30
    3. Kalpit Shah, Atanu Adhikari
      Pages 41-47
  3. Marketing Tactics

  4. Digital Marketing

    1. Front Matter
      Pages 137-137
    2. Aswin Palliath
      Pages 171-177
    3. K. Ramakrishna
      Pages 179-188
  5. Multinational Marketing

  6. Business to Business Marketing

    1. Front Matter
      Pages 239-239
    2. Surendra Prakash Shukla
      Pages 285-293
  7. Business Strategy

  8. Corporate Social Responsibility and Sustainability

About this book


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


Strategic Marketing Emerging Economies Marketing Issues Marketing in India and China Marketing Management

Editors and affiliations

  • Atanu Adhikari
    • 1
  1. 1.Department of MarketingIndian Institute of Management KozhikodeKozhikodeIndia

About the editors

Dr. Atanu Adhikari is a Professor of Marketing at the Indian Institute of Management Kozhikode, Kerala, India. He has been a visiting researcher at Whitman School of Management, Syracuse University, USA and a Commonwealth Academic Fellow to the London Business School, UK. His areas of research include consumer choice behavior, experience product marketing, and strategic marketing issues. Atanu is actively involved in scholarly academic research and has published his research work in national and international peer-reviewed academic journals and edited books with Springer, John Wiley, Gower, Sage, Elsevier, and Taylor & Francis. His research work has been selected and presented at a number of top-level international conferences organized by Marketing Science, the Academy of Marketing Science, American Marketing Association, Royal Statistical Society, and similar academic forums in India, the USA, UK, France, Australia, Germany, Italy, and Singapore.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences