Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users
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DOI: 10.1016/j.jbusres.2017.05.007
Abstract: Emerging markets are the growth engines of the world but they differ significantly from developed countries. Multinationals tend to flounder in these countries due to the challenges posed by five key emerging market characteristics: market… read more here.
Keywords: market; ratio; marketing strategies; pie emerging ... See more keywords