Research Handbook of Marketing in Emerging Economies

Contents:

Introduction: Marketing in emerging economies
Marin A. Marinov

1. Data collection procedure equivalence in emerging economy market research
Pervez N. Ghauri and Agnieszka Chidlow

2. Globalization, sustainability and marketing of healthcare in emerging market economies: Doing good while doing well
Van R. Wood

3. Marketing accountability in emerging economy firms
Maja Arslanagic-Kalajdzic and Vesna Zabkar

4. Materialistic tendencies and adolescent healthy food consumption: Setting the research agenda
Nesma Ammar, Noha El-Bassiouny and Ronia Hawash

5. Psychobranding of emerging economy firms: Building emotional connections with local consumers
G. Nicolas Kfuri

6. Multinational corporation retailing in emerging economies: Interplays of resistance, cooperation and transmutation
Marie-Laure Baron, Ruby Roy Dholakia and Nikhilesh Dholakia

7. Perceived advertising intrusiveness and avoidance in emerging economies - the case of China
Dan A. Petrovici, Svetla T. Marinova and Marin A. Marinov

8. Value branding in emerging economies as a social dimension in the Indian context
S. Ramesh Kumar and Svetla T. Marinova

9. Researching country image construct in the context of emerging economies
Durdana Ozretic-Dosen, Vatroslav Skare and Zoran Krupka

10. Opening the black box of Russian culture in B2B relationships
Carl Arthur Solberg and Anzhelika Osmanova

11. Russian consumer behaviour: In search of a balance between national uniqueness and western mainstream
Sergei F. Sutyrin and Irina V. Vorobieva

12. Marketing in an emerging economy: The Russian e-commerce market
Maria Smirnova, Vera Rebiazina and Anna Daviy

13. Marketing in Bulgaria: A small emerging economy and multicultural markets
Vesselin Blagoev and Mihael Minkov

14. Diffusion of supermarkets in Bangladesh - miles to go
M. Yunus Ali and Anisur Rahman Faroque

Index

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• Negócios internacionais
• Vendas e marketing

Marketing; Emerging economies; Globalsation; Strategy; Consumers; Markets