Description

The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of "Advances in International Marketing" is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.

International Marketing: Emerging Markets

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Hardback by Shaoming Zou , Huifen Fu

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The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets... Read more

    Publisher: Emerald Publishing Limited
    Publication Date: 27/01/2011
    ISBN13: 9780857244475, 978-0857244475
    ISBN10: 0857244477

    Number of Pages: 300

    Non Fiction , Business, Finance & Law

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    Description

    The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of "Advances in International Marketing" is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.

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