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Global Marketing Management, 6th Edition by Kristiaan Helsen, Masaaki Kotabe

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imagesHAPTER OVERVIEW

  1. EMERGING MARKETS
  2. COMPETING WITH THE NEW CHAMPIONS
  3. TARGETING/POSITIONING STRATEGIES IN EMERGING MARKETS-BOP OR NO BOP?
  4. ENTRY STRATEGIES FOR EMERGING MARKETS
  5. PRODUCT POLICY
  6. PRICING STRATEGY
  7. THE DISTRIBUTION CHALLENGE
  8. COMMUNICATION STRATEGIES FOR EMERGING MARKETS

As developed countries are getting saturated, multinationals have increasingly set their sights on the fast-growing emerging markets (EMs) in Asia, Latin America, the former Eastern Bloc countries, and Africa. McDonald's restaurant in central Moscow's Pushkin Square is the chain's busiest one in the world.1 Mars sells more cat food in Russia than anywhere else in the world.2 Russia has also become the largest market for Danish beer brewer Carlsberg accounting for nearly 40 percent of both sales and profits.3 Jakarta, the capital of Indonesia, has more BlackBerry users than anywhere else in the world.4 Otis, the world's leading manufacturer of escalators and elevators, moved its business development office from Connecticut to China, because elevator sales there dwarf the entire North American market.5 China passed the United States in 2009 to become the world's largest car market and still has room to grow. While 627 in 1,000 in the U.S. market own a car, according to the World Bank, in China, the car ownership ...

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