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Narayanage Jayantha Dewasiri, Payal Kumar, Nirma Sadamali Jayawardena, Mananage Shanika Hansini Rathnasiri - Shaping Entrepreneurial Marketing, Inbunden

Inbunden, Engelska, 2025

Shaping Entrepreneurial Marketing

A South Asian Perspective

Av Narayanage Jayantha Dewasiri, Payal Kumar, Nirma Sadamali Jayawardena, Mananage Shanika Hansini Rathnasiri

Del 1 i serien Emerald Studies in Sustainable Business Development

1156 kr

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Beskrivning
Shaping Entrepreneurial Marketing, Volume 1: A South Asian Perspective provides an in-depth analysis of how marketing and entrepreneurship have shaped the business landscape in South Asia. As the region undergoes rapid economic development, this book offers valuable insights into the role of entrepreneurial marketing in the growth of advertising, e-commerce, technology, and small and medium enterprises (SMEs). This timely publication addresses a gap in the literature, offering theoretical and practical contributions to the emerging field of entrepreneurial marketing in developing economies. This volume is essential for scholars, policymakers, and business leaders seeking to understand the dynamic interplay of entrepreneurship, marketing, and economic development in the South Asian context.
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Narayanage Jayantha Dewasiri is a Professor at the Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, and the President of the Sri Lanka Institute of Marketing.Payal Kumar is the Principal Academic Advisor at the Indian School of Hospitality, India.Nirma Sadamali Jayawardena is an Assistant Professor at the University of Bradford, United Kingdom.Mananage Shanika Hansini Rathnasiri is a Senior Lecturer in the Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka

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This book is relevant for academic and postgraduate students, policymakers, and practitioners seeking to enhance their understanding of how marketing drives sustainability, innovation and technology-driven growth in developing nations. Each chapter demonstrates how entrepreneurs navigate institutional voids and leverage innovation and sustainability to create competitive advantages in emerging markets. It also explores, through a multidisciplinary approach, how leadership, digitalisation, sustainability and culture influence the dynamic landscape of business. [...] a new perspective on entrepreneurial marketing (EM) for South Asia. The authors conceptualised the concepts using theories and real-life data to demonstrate that marketing is not just another business operation but a potent driver of socio-economic development and cultural transformation.

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