Titlebook: Marketing in a Transition Economy; New Realities, Chall Muhammad Ismail Hossain,Nasrin Akter,Abureza M. Mu Book 2024 The Editor(s) (if appl

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Services Marketing,; and (3) new service development strategies. The first case is about customer perceptions of service quality as conceived and operationalized by InterContinental Dhaka, an international chain and one of the largest hotels in Bangladesh. This case highlights the efforts made by the hotel chain to un

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Pricing Strategies,These cases  present various aspects of strategic pricing such as premium pricing, high-low pricing, and perceived value-based pricing. The first case is about the  premium pricing strategy of Bengal Meat where the company is charging a higher price for its meat and meat-based products than the trad

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addition

Integrated Marketing Communications,faced by companies while planning, developing, implementing, and maneuvering marketing communication programs in the context of Bangladesh..The first case is about the pharmaceutical industry of Bangladesh and how the industry is undertaking and integrating its marketing communication activities. Th

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Digital Marketing,stomer experience. The issues of digital marketing that are addressed through the cases include identifying or developing a context-sensitive e-commerce model that does not encounter the last-mile problem; ensuring a low return rate; and increasing customers’ adoption rate of mobile applications..Th

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Marketing and Business Ethics,he activities are critically appreciated and later assessed through the lenses of marketing and/or business ethics. The first case is about ., a non-profit organization (NPO) in Bangladesh, established to support socially disadvantaged people’s primary need for food, education, health, clothing, and

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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..978-981-97-3553-2

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Muhammad Ismail Hossain,Nasrin Akter,Abureza M. Muzareba

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Muhammad Ismail Hossain,Nasrin Akter,Abureza M. Muzareba