International Business Marketing in Emerging Country Markets

"This book explores how multinational corporations (MNCs) solve business marketing problems encountered in large emerging country markets such as China, India, Russia, and Poland. Hans Jansson finds that traditional ideas and frameworks used for analysing, forming and implementing industrial marketing in mature markets are in need of adjustment before the are applied to emerging country markets. Accordingly, he develops the international business marketing model to address the specific challenges afforded by these markets, and explores strategic business marketing issues."--BOOK JACKET.