04781nam a22004935i 4500001001800000003000900018005001700027007001500044008004100059020001800100024003500118050001800153072001600171072002300187072001500210245021300225250001800438264006900456300006400525336002600589337002600615338003600641347002400677490004000701505188800741520082602629650001503455650004003470650001903510650001603529650001503545650004003560650001603600700014403616700007703760700014703837700008503984710003404069773002604103776003604129776003604165830004004201856004604241978-3-031-51689-4DE-He21320251030111759.0cr nn 008mamaa240401s2024    sz |    s    |||| 0|eng d  a97830315168947 a10.1007/978-3-031-51689-42doi 4aHF5410-5417.5 7aKJS2bicssc 7aBUS0430002bisacsh 7aKJS2thema10aMarketing Case Studies in Emerging Marketsh[electronic resource] :bContemporary Multi-industry Issues and Best-practices /cedited by Dilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent.  a1st ed. 2024. 1aCham :bSpringer Nature Switzerland :bImprint: Springer,c2024.  aVI, 257 p. 30 illus., 10 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda1 aSpringer Business Cases,x2662-544X0 a1. Emerging Market Resilience: Modern Marketing Strategies for a Dynamic World -- Part 1: Crisis Management & Recovery Strategies -- 2. Case 1: Resilience and Recovery in the Tourism Industry During COVID-19 -- 3. Case 2: Maxis: The Social Media Quagmire and the Road to Redemption -- 4. Case 3: Pivoting in the Pandemic: How BlewMinds Adapted to the COVID-19 Pandemic? -- 5. Case 4: Innovate or Stagnate! Tealive’s Entrepreneurial Voyage in the F&B Industry -- Part 2: Digital Transformation & Technological Innovation -- 6. Case 5: Tesla's Entry and the Evolving Dynamics of the Electric Vehicle Market in Malaysia -- 7. Case 6: Dealshare.In: Disrupting the Indian E-Commerce -- 8. Case 7: TikTok Tales: Unravelling the Penang State Museum's Content Strategy for Enhanced Audience Engagement -- 9. Case 8: The Use of Virtual Reality in Thailand’s Destination Marketing: A Case Study -- Part 3: Environmental Accountability & Ethical Marketing -- 10. Case 9: The Food Waste Crisis: Why Do Developing Countries Continue to Fail? -- 11. Case 10: Heng Hiap Industries: Pioneer in the Plastic Recycling Industry -- 12. Case 11: Delivering Convenience in Crisis: Food Delivery During the Covid-19 in Thailand -- 13. Case 12: From Scraps to Style: The Art of Hermès' Upcycling Journey with 'Petit H' -- Part 4: Sociocultural Dynamics & Consumer Behavior -- 14. Case 13: The Libresse V-Kebaya Controversy in Malaysia -- 15. Case 14: A Netnographic View of Ramadan E-Bazaars: Digital Transformation Amid Crisis -- 16. Case 15: OREO x BLACKPINK: From black-white to BLACKPINK -- 17. Case 16: The Rising Middle Class and Changing Consumption Pattern: Its Impact on Businesses -- Part 5: Strategic Market Entry & Branding Challenges -- 18. Case 17: Bisleri: Marketing to Manage the Counterfeit Challenge -- 19. Case 18: Sun Care in the UAE: Can a Late Entrant Brand Compete Effectively?.  aThere is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. As a result, companies in these markets face different challenges and opportunities. Unfortunately, there is a lack of marketing cases from these markets. This book presents actual real-world marketing cases in these markets offering an in-depth look at some of the issues faced by companies in different industries. It is hoped that the cases would serve as valuable reference material for academics, students, professionals in marketing, business strategy, and other related fields as well as policymakers, to better understand the challenges of these markets, and develop strategies to succeed in them. 0aMarketing. 0aInternational economic integration. 0aGlobalization. 0aIndustries.14aMarketing.24aEmerging Markets and Globalization.24aIndustries.1 aMutum, Dilip S.eeditor.0(orcid)0000-0002-9857-11641https://orcid.org/0000-0002-9857-11644edt4http://id.loc.gov/vocabulary/relators/edt1 aEwe, Soo Yeong.eeditor.4edt4http://id.loc.gov/vocabulary/relators/edt1 aGhazali, Ezlika M.eeditor.0(orcid)0000-0001-7824-44331https://orcid.org/0000-0001-7824-44334edt4http://id.loc.gov/vocabulary/relators/edt1 aLouis Vincent, Racheal.eeditor.4edt4http://id.loc.gov/vocabulary/relators/edt2 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978303151688708iPrinted edition:z9783031516900 0aSpringer Business Cases,x2662-544X40uhttps://doi.org/10.1007/978-3-031-51689-4