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Global Marketing Strategies of Emerging Market Firms

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Global Marketing Strategies of Emerging Market Firms

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Hardback
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Description

This volume of "Advances in International Marketing" is focused on the global marketing strategies of emerging market firms. With their increasing role in international trade, emerging market firms' face a large number of complex challenges when expanding into global markets. The topics addressed include various issues associated with emerging market firms' global marketing strategies and internationalization such as entry mode, foreign acquisitions, relationship building, branding, international venturing and entrepreneurship, researching customers, and institutions. The book aims to both test existing theories as well as developing new ones in order to make sense of the vast array of issues. Collectively, this book sheds significant light on how emerging market firms deal with the challenges that they face and offers key insights into an increasingly important phenomenon in international marketing, namely the expansion of emerging market firms in global markets.
Release date NZ
March 27th, 2020
Audience
  • Professional & Vocational
Contributors
  • Edited by Chengli Shu
  • Edited by En Xie
  • Edited by Shaoming Zou
Country of Publication
United Kingdom
Imprint
Emerald Publishing Limited
Pages
290
Publisher
Emerald Publishing Limited
ISBN-13
9781787140950
Product ID
26234311

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