Marketing Cases from Emerging Markets

Edited by Dilip Mutum (), Sanjit Kumar Roy () and Eva Kipnis ()

in Springer Books from Springer

Date: 2014
Edition: 2014
ISBN: 978-3-642-36861-5
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Chapters in this book:

Introduction

Dilip S. Mutum

Introduction to Socio-Cultural Influences

Julia Tyrell

Case Study 1: Mongoose Lager Beer Eyes up India

Julia Tyrell

Case Study 2: KFC in China

Hsiao-Pei (Sophie) Yang

Case Study 3: Lakme Pure Defense: An Antipollution Cream

Atanu Adhikari and Sanjit Kumar Roy

Case Study 4: IKEA Malaysia and the Halal Food Crisis

Dilip S. Mutum and Ezlika M. Ghazali

Introduction to Market Orientation and Brand Strategies

Dilip S. Mutum

Case Study 5: Brands: The New Co-stars in Bollywood

Anvita Kumar

Case Study 6: Junglee.com: Amazon’s Entry in India

Sanjit Kumar Roy and Rajdeep Chakraborti

Case Study 7: Indonesian Fisheries

John Heap, Simon O’Rourke, Rory Dillon and Lara Chaplin

Case Study 8: Kolkata Knight Riders: Developing a Brand Identity

Sanjit Kumar Roy and Rajdeep Chakraborti

Case Study 9: The National Basketball Association (NBA) in China

Adrian Pritchard

Introduction to Product Development and Market Entry

Geoff Alcock and Ali Baig

Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets

Lara Spiteri-Cornish

Case Study 11: Marketing of Services: The McDonald’s Way

Rik Paul and Sanjit Kumar Roy

Case Study 12: Shangri-La Hotels Expanding to Non-Asian Markets

Hsiao-Pei (Sophie) Yang

Case Study 13: Marketing the $35 Akash Tablet

Ramendra Singh and Sanjit Kumar Roy

Introduction to Marketing Communications and Social Media Marketing

Anvita Kumar and Carmela Bosangit

Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers

Dilip S. Mutum and Ezlika M. Ghazali

Case Study 15: It’s More Fun in Philippines: Riding on the Waves of Social Media

Carmela Bosangit

Case Study 16: Cathay Pacific Airways Using LinkedIn for Brand Building

Hsiao-Pei (Sophie) Yang

Conclusion

Dilip S. Mutum

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DOI: 10.1007/978-3-642-36861-5

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