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Marketing Cases from Emerging Markets

Overview of attention for book
Cover of 'Marketing Cases from Emerging Markets'

Table of Contents

  1. Altmetric Badge
    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 Introduction to Socio-Cultural Influences
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    Chapter 3 Case Study 1: Mongoose Lager Beer Eyes up India
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    Chapter 4 Case Study 2: KFC in China
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    Chapter 5 Case Study 3: Lakme Pure Defense: An Antipollution Cream
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    Chapter 6 Case Study 4: IKEA Malaysia and the Halal Food Crisis
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    Chapter 7 Introduction to Market Orientation and Brand Strategies
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    Chapter 8 Case Study 5: Brands: The New Co-stars in Bollywood
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    Chapter 9 Case Study 6: Junglee.com: Amazon’s Entry in India
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    Chapter 10 Case Study 7: Indonesian Fisheries
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    Chapter 11 Case Study 8: Kolkata Knight Riders: Developing a Brand Identity
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    Chapter 12 Case Study 9: The National Basketball Association (NBA) in China
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    Chapter 13 Introduction to Product Development and Market Entry
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    Chapter 14 Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets
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    Chapter 15 Case Study 11: Marketing of Services: The McDonald’s Way
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    Chapter 16 Case Study 12: Shangri-La Hotels Expanding to Non-Asian Markets
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    Chapter 17 Case Study 13: Marketing the $35 Akash Tablet
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    Chapter 18 Introduction to Marketing Communications and Social Media Marketing
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    Chapter 19 Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers
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    Chapter 20 Case Study 15: It’s More Fun in Philippines: Riding on the Waves of Social Media
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    Chapter 21 Case Study 16: Cathay Pacific Airways Using LinkedIn for Brand Building
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    Chapter 22 Conclusion
Attention for Chapter 20: Case Study 15: It’s More Fun in Philippines: Riding on the Waves of Social Media
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Chapter title
Case Study 15: It’s More Fun in Philippines: Riding on the Waves of Social Media
Chapter number 20
Book title
Marketing Cases from Emerging Markets
Published by
Springer Berlin Heidelberg, January 2016
DOI 10.1007/978-3-642-36861-5_20
Book ISBNs
978-3-64-236860-8, 978-3-64-236861-5
Authors

Carmela Bosangit

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X Demographics

The data shown below were collected from the profile of 1 X user who shared this research output. Click here to find out more about how the information was compiled.
 Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 4 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 4 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 1 25%
Lecturer 1 25%
Unknown 2 50%
Readers by discipline Count As %
Environmental Science 1 25%
Unknown 3 75%

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