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Book cover for International Marketing, a book by Shaoming Zou, Huifen Fu, Shaoming Zou Book cover for International Marketing, a book by Shaoming Zou, Huifen Fu, Shaoming Zou

International Marketing

Emerging Markets
2011 ᛫


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  • Page count

    300 pages

  • Category

    International Business

  • Publisher

    Emerald Group Publishing Limited

  • Ebook file size

Summary


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.