Research Handbook of Marketing in Emerging Economies

Edited by Marin A. Marinov, Professor of International Business, Aalborg University, Denmark

• Contents:Introduction: Marketing in emerging economiesMarin A. Marinov1. Data collection procedure equivalence in emerging economy market researchPervez N. Ghauri and Agnieszka Chidlow2. Globalization, sustainability and marketing of healthcare in emerging market economies: Doing good while doing wellVan R. Wood3. Marketing accountability in emerging economy firmsMaja Arslanagić-Kalajdžić and Vesna Žabkar4. Materialistic tendencies and adolescent healthy food consumption: Setting the research agendaNesma Ammar, Noha El-Bassiouny and Ronia Hawash5. Psychobranding of emerging economy firms: Building emotional connections with local consumersG. Nicolás Kfuri6. Multinational corporation retailing in emerging economies: Interplays of resistance, cooperation and transmutationMarie-Laure Baron, Ruby Roy Dholakia and Nikhilesh Dholakia7. Perceived advertising intrusiveness and avoidance in emerging economies – the case of ChinaDan A. Petrovici, Svetla T. Marinova and Marin A. Marinov8. Value branding in emerging economies as a social dimension in the Indian contextS. Ramesh Kumar and Svetla T. Marinova9. Researching country image construct in the context of emerging economiesDurdana Ozretic-Dosen, Vatroslav Skare and Zoran Krupka10. Opening the black box of Russian culture in B2B relationshipsCarl Arthur Solberg and Anzhelika Osmanova11. Russian consumer behaviour: In search of a balance between national uniqueness and western mainstreamSergei F. Sutyrin and Irina V. Vorobieva12. Marketing in an emerging economy: The Russian e-commerce marketMaria Smirnova, Vera Rebiazina and Anna Daviy13. Marketing in Bulgaria: A small emerging economy and multicultural marketsVesselin Blagoev and Mihael Minkov14. Diffusion of supermarkets in Bangladesh - miles to goM. Yunus Ali and Anisur Rahman FaroqueIndex

'The role of emerging economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in emerging economies, largely neglecting marketing strategies and other marketing related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in emerging economies.'