This course examines the challenges and opportunities facing businesses in emerging markets. Filled with international case studies and packed with real-life examples from across the world, this text covers all the key topics on an Emerging Markets course in an engaging and accessible way. Examining pre-entry as well as post-entry issues and strategies, this text shows how the emerging market context challenges traditional international business theories. Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focused on marketing issues. This course provides an overall perspective of the rising power of emerging economies. It focuses on emerging Asia countries in order to understand market opportunities and issues relevant to doing business in such emerging economies.