Research Handbook of Marketing in Emerging Economies
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Research Handbook of Marketing in Emerging Economies

Edited by Marin A. Marinov

Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.
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Chapter 3: Marketing accountability in emerging economy firms

Maja Arslanagić-Kalajdžić and Vesna Žabkar

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3. Marketing accountability in emerging economy firms Maja Arslanagić-Kalajdžić and Vesna Žabkar INTRODUCTION Recently marketing accountability has received a lot of attention from scholars and practitioners. The chapter provides a better understa...

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