Marketing in a Transition Economy: New Realities, Challenges and Prospects
暫譯: 轉型經濟中的行銷：新現實、挑戰與前景

Hossain, Muhammad Ismail, Akter, Nasrin, Muzareba, Abureza M.

Marketing in a Transition Economy: New Realities, Challenges and Prospects
  • 出版商: Palgrave MacMillan
  • 出版日期: 2024-07-04
  • 售價: $4,150
  • 貴賓價: 9.5 折 $3,943
  • 語言: 英文
  • 頁數: 289
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 9819735521
  • ISBN-13: 9789819735525
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment. The business eco-system of Bangladesh is considerably different from those of developed and developing countries due to a range of factors including the unmatched patterns in logistics, infrastructure, enforcement of laws and regulations, cultural differences, and competitiveness. Insightful differences in business practices between the economies of Bangladesh and the West and/or other developing countries are unfolded in this book.

The nuances of the contextual operational realities around different aspects of the business including marketing environment and management, consumer behavior, supply chain management, brand management, customer relationship management, services marketing, digital marketing, integrated marketing communications, and marketing ethics are presented in this book. The business knowledge shared by the unique breadth and depth of cases is sure to make this book an effective resource for academia and industry.

商品描述(中文翻譯)

本書呈現了當地、區域及國際企業的案例研究，以顯示行銷是一項對環境敏感的活動，需進行環境特定的處理。由於物流模式、基礎設施、法律法規的執行、文化差異及競爭力等多種因素，孟加拉國的商業生態系統與發達國家及發展中國家有著顯著的不同。本書揭示了孟加拉國與西方及/或其他發展中國家之間商業實踐的深刻差異。

本書介紹了與商業不同面向相關的情境操作現實的細微差別，包括行銷環境與管理、消費者行為、供應鏈管理、品牌管理、客戶關係管理、服務行銷、數位行銷、整合行銷傳播及行銷倫理。本書所分享的獨特案例的廣度與深度，必將使其成為學術界和業界的有效資源。

作者簡介

Professor Muhammad Ismail Hossain, Dean of Academic Affairs, Monash and LSE Program at Universal College Bangladesh and Professor, Department of Marketing, University of Dhaka. He received his Ph.D. in consumer behavior from Monash University, Australia. His research interests lie in the fields of tourism, consumer behavior, and supply chain management. As a consultant, he worked for government projects, not-for-profits, and for-profit local and international organizations.

Professor Nasrin Akter, Department of Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh. She received her Ph.D. in supply chain management from RMIT University, Australia. As a consultant, she has collaborated with Friedrich-Ebert-Stiftung (FES), Germany, International Centre for Development and Decent Work (ICDD), University of Kassel, Germany.

Abureza M Muzareba serves as a Professor in the Department of Marketing at the University of Dhaka, Bangladesh. He earned his PhD from the University of Sheffield, England. He has research experience with USAID; IFPRI; the University of Sheffield; the UK Cabinet Office; Barnsley City Council, England; SME Foundation Bangladesh; and Care Bangladesh.

作者簡介(中文翻譯)

穆罕默德·伊斯梅爾·霍賽因教授，孟加拉國大學的學術事務院院長，並擔任孟加拉國大學與倫敦政治經濟學院（LSE）計畫的教授，專攻市場行銷系。他在澳洲莫納什大學獲得消費者行為的博士學位。他的研究興趣涵蓋旅遊、消費者行為及供應鏈管理等領域。作為顧問，他曾為政府專案、非營利組織及本地和國際的營利機構工作。

納斯琳·阿克特教授，孟加拉國大學商學院市場行銷系教授。她在澳洲RMIT大學獲得供應鏈管理的博士學位。作為顧問，她曾與德國弗里德里希·艾伯特基金會（Friedrich-Ebert-Stiftung, FES）、德國卡塞爾大學的國際發展與體面工作中心（International Centre for Development and Decent Work, ICDD）合作。

阿布雷扎·M·穆扎雷巴擔任孟加拉國大學市場行銷系教授。他在英國謝菲爾德大學獲得博士學位。他擁有與美國國際開發署（USAID）、國際食品政策研究所（IFPRI）、謝菲爾德大學、英國內閣辦公室、英國巴恩斯利市議會、中小企業基金會孟加拉國及孟加拉國關懷組織的研究經驗。

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