TY  - BOOK
AU  - Zou,Shaoming
AU  - Fu,Huifen
TI  - International marketing: emerging markets 
T2  - Advances in international marketing
SN  - 9780857244475 (hbk.)
U1  - 382.6091724 22
PY  - 2011///
CY  - Bingley, UK
PB  - Emerald Group Publishing Limited
KW  - Export marketing
KW  - BUEsh
KW  - COMAME
KW  - March2020
KW  - Text book
N1  - Includes bibliographical references
N2  - The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of Advances in International Marketing is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and MNCs international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research
ER  -