Successful Marketing in Emerging Markets is designed and developed to be a Practical Guide for marketers working in emerging economies or intending to do so. It provides a very comprehensive approach across a wide variety of marketing to social and cross-cultural issues. The multifaceted nature of t

Successful Marketing in Emerging Markets is designed and developed to be a Practical Guide for marketers working in emerging economies or intending to do so. It provides a very comprehensive approach across a wide variety of marketing to social and cross-cultural issues. The multifaceted nature of the book means that it will appeal to those readers who want and need only a certain topic, such as distribution, communication or crosscultural marketing, as well as those who want to develop an integrated, holistic and culturally-sensitive marketing approach.

The book is written for real-world marketers. Ideas, examples, worksheets, checklists and many other tools will help them develop and implement a marketing approach, not just learn about marketing history or concepts. As the book is organized as a practical guide around the fundamental marketing processes, any of the chapters can be extracted or used individually to provide background and instruction on a specific topic.