1st Edition
Promotional Practices and Perspectives from Emerging Markets
This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers.
With the objective to ensure sustainable growth, there is a need for multinationals belonging to and working in emerging economies to learn best practices and continuously evolve. To conduct business in both urban and rural areas, marketing and promotions are potent tools when applied correctly to portray the right brand image. The book studies recent trends and developments in promotional practices as business strategy, sustainability, and innovation across businesses, including retail, textile, and digital technology. It highlights the path that managers should take in order to better understand the potential of distinct market segments and take marketing managerial decisions accordingly.
This book will be useful to scholars and researchers of marketing, management studies, business management, financial management, business economics, international business, finance, digital technologies, development studies, and economics. It will also interest policymakers and practitioners in the field.
List of Figures. List of Tables. List of Contributors. 1. Hybrid forms of governance: The Franchise System 2. Why Consumers Respond to Deals 3. Entrepreneurship in Emerging Markets: An Empirical Study on Digital natives in Kuwait 4. Early bird catches the worm: exploring promotional capability of retailers 5. The first is Free: Promoting Facebook in Emerging Markets 6. Globalization and Innovation Districts: R+D, Knowledge Exchanges and Assemblages 7. Impact of creativity in Advertising on Customer’s recall value: A Perspective from Emerging Markets 8. Energy star labels in promoting energy: Efficient Appliances in India 9. Cultural Marketing in the Indian textiles Industry: A comprehensive Perspective 10. Religion and Strategic Marketing Communication: Perpectivizing Key Facets of Consumption 11. Design, Execute and Manage Promotions: Study on Social Media Platforms 12. Pro- social behaviour and impact of influencers during crisis: A study based on Sentiment Analysis. Index.
Biography
Sudhir Rana is Associate Professor in College of Healthcare Management and Economics at the Gulf Medical University, Ajman, UAE.
Avinash K Shrivastava is Assistant Professor at International Management Institute, Kolkata, West Bengal, India.
Sachin Kumar Raut is a full-time doctoral scholar in the Department of Marketing at Fortune Institute of International Business, New Delhi, India, and Cotutelle Doctoral Scholar in the Department of Business and Law at the University of Agder, Norway.
