This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indi

Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With t

With crisp and insightful contributions from 47 of the world’s leading experts in various facets of retailing, Retailing in the 21st Century offers in one boo