Contents
Chapter 1 Converting Nonusers to Users
References
Chapter 2 Creating Functional Fusion
Adapting to Climate
Considering Genetic Differences
Overcoming Infrastructural Limitations
Incorporating Local Essence
Aligning to Regulatory Requirements
Capital Markets and Banking in Emerging Markets
References
Chapter 3 Designing Cultural Fusion
Incorporating Traditions
Using Local Languages
Considering Social Norms
Respecting Faith
Understanding Sensory Preferences
References
Chapter 4 Democratizing the Offer
Reducing Economic Barriers to Purchase
Overcoming Noneconomic Obstacles
to Purchase
Achieving Reverse Innovation
Extending Product Value
Developing Creative Financing
References
Chapter 5 Upscaling the Offer
Adding or Changing Packaging
Positioning
Enhancing Services and Benefits
Reversing the Brand Lifecycle
Leveraging the Country of Origin
References
Chapter 6 Managing Reach
Adapting to Traditional Channels
Navigating Indigenous Channels
Developing Channel Partnerships
Building for Access
Managing Channel Ownership
References
Chapter 7 Reinventing Reach
Modernizing Retailing
Setting Up E-Commerce
Accessing Self-Service Technologies
Enabling Payments
Providing Financing
References
Chapter 8 Building Brand Identity
Establishing Product Knowledge
Identifying Sources of Communication
Developing Appropriate Messaging
Using Traditional Channels of Communication
Leveraging New and Unconventional Media
References
Chapter 9 Engaging Stakeholders
Educating Consumers and Markets
Involving Communities and Leaders
Engaging Employees
Co-opting Suppliers
Developing Partnerships with Public, Private, and
Nonprofit Companies
References
Chapter 10 Connecting the Dots
Overcoming Emerging Market Challenges
The Way Forward
References
Dr. Jagdish N. Sheth has been the Charles H. Kellstadt Professor
of Marketing in the Goizueta Business School at Emory University in
Atlanta, Georgia (U.S.), since 1991. Prior to his present position,
he was on the faculty of the University of Southern California
(USC), the University of Illinois, Columbia University, and the
Massachusetts Institute of Technology (MIT). He is well known for
his publications on consumer behavior, relationship marketing,
competitive strategy, and emerging markets. He is the recipient of
all of the top four academic awards bestowed by the American
Marketing Association (AMA). He has published several professional
books including, The Rule of Three, Clients for Life, The
Self-Destructive Habits of Good Companies, Chindia Rising, and
Firms of Endearment. All of these have been translated into
multiple languages. His latest publication is the 4 A’s of
Marketing.
Dr. Mona Sinha is Assistant Professor of Marketing at the Michael J. Coles College of Business at Kennesaw State University in Georgia (U.S.). She holds a PhD from Texas A&M University and was a post-doctoral research fellow at Emory University. She has brand management and sales experience in India. She also worked at the Harvard Business School India Research Center where she wrote several case studies on India. Her teaching interests are in international marketing and consumer behavior. Her research on emerging markets, sustainability, and consumer fairness/social justice has been published in several academic journals and in a book chapter. She has been the recipient of awards for outstanding performance at Harvard Business School and for teaching excellence at Texas A&M University.
Dr. Reshma H. Shah is Associate Professor in the Practice of
Marketing at the Goizueta Business School of Emory University. Her
marketing insights and strategies have helped companies like Delta,
GE, IBM, Solvay, The Coca-Cola Company, Turner, and UPS, among many
others, improve their marketing ROI.
Her articles have appeared in several academic journals in the
areas of marketing alliances and brand extensions and she is the
co-author of a best selling book on Social Media. She is also the
recipient of the Distinguished Educator Award at Emory
University.
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