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Marketing Cases from Emerging Markets

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Cover of 'Marketing Cases from Emerging Markets'

Table of Contents

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    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
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