Value Branding in Emerging Markets as a Social Dimension in the Indian Context

S. Ramesh Kumar, Svetla Trifonova Marinova

Publikation: Bidrag til bog/antologi/rapport/konference proceedingBidrag til bog/antologiForskningpeer review

Abstrakt

This chapter attempts to analyze and suggest new ways of adapting branding techniques to the emerging Indian environment, one, which has glaring inequalities in terms of need fulfillment among consumers. The chapter uses marketing examples from the Indian context to reflect the need for value branding that is specific to the Indian context: some of these examples, though old ones, are extremely useful in terms of offering lessons to practitioners.
OriginalsprogEngelsk
TitelResearch Handbook of Marketing in Emerging Economies
RedaktørerMarin Marinov
ForlagEdward Elgar Publishing
Publikationsdatoapr. 2017
Sider146-162
Kapitel8
ISBN (Trykt)9781784713164
ISBN (Elektronisk)9781784713171
StatusUdgivet - apr. 2017

Fingeraftryk Dyk ned i forskningsemnerne om 'Value Branding in Emerging Markets as a Social Dimension in the Indian Context'. Sammen danner de et unikt fingeraftryk.

Citationsformater