Reinventing Marketing for Emerging Markets

Description

With established markets becoming saturated, multinational and transnational corporations are increasingly turning to emerging markets in the developing world consisting of a bloc of countries in South America, Eastern Europe, Africa and Asia. However, operating and reaching four billion people in these markets poses both tremendous opportunities and unique challenges for multinational and transnational corporations, as conventional wisdom about global capabilities and subsidiary strategies in emerging markets may not be appropriate. This is throwing up new challenges for corporations in particular, to reinvent their marketing models in order to transform global, social and environmental challenges into new market opportunities.

Jitendra K. Das Director-FORE School of Management, has B. Tech. and M. Tech. degrees both from the IIT-Delhi. He earned his Doctorate from the University of Toronto. He has to his credit many national and international publications. He has been awarded "India Education Excellence Award 2014" for Outstanding Contribution to Leadership Development by Worldwide Achievers and Headlines Today at New Delhi. He has also been awarded Best Director Award in the Asian Education Leadership Awards 2013. Asif Zameer Associate Professor of Marketing at FORE School of Management is Bachelor of Engineering (Delhi College of Engineering), MBA (Jamia Millia Islamia) and PhD(Jamia Hamdard University). Presently he is the Chairman (MDP) at FORE and also Professor-in-charge, Center for Customer Management. His research interests include Retailing, Mall-Management, Sales and Distribution and Supply Chain Management and has published a number of articles in leading international and national journals. Anupam Narula is PGDBM(Marketing), MA (Economics), PhD and brings with him more than 17 years of rich experience in teaching, research and industry. Presently he is Area Chairman, Marketing at FORE and Professor-in-charge FORE Alumni Network. His areas of interest include Consumer Buying Behavior, Service Marketing, Textile Marketing and Educational Marketing. He has extensively published research papers and articles in reputed journals, magazines, edited books and presented papers in international conferences. Rakhi Tripathi is an Assistant Professor in the Information Technology Department, FORE School of Management, Delhi, India. She is a PhD from Indian Institute of Technology, Delhi (IIT, Delhi). She has ten years of experience in research. Several research papers have been published in national as well as international reputed journals, conferences and books. Her area of interest includes E-government, Cloud Computing, Mobile Computing, Social Media and Digital Innovation.