Emerging markets offer the biggest growth opportunity in the history of capitalism. Breakout Marketing for Emerging Markets demonstrates how companies can succeed in these markets, unfazed by the ups and downs of the global economy.
By observing how companies practice breakout marketing in ten emerging markets across the world and connecting their experiences to theoretical frameworks, this book traverses a creative path between theory and practice and introduces a new paradigm for marketing strategy. The insights gained from our global primary research are shaped by the authors’ prior academic research, practical experiences from consulting, and numerous presentations to industry audiences all over the world. The authors’ also draw on case writing and work experience in emerging markets, to offer an in-depth look at how and why companies succeed in emerging markets. This book contributes to marketing thought and practice by offering eight strategies for companies competing in emerging markets. This will be the first book to offer such a comprehensive, strategic marketing perspective tailored to emerging markets.