"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"-

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices,

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues.