Research handbook of marketing in emerging economies Introduction: Marketing in emerging economies Marin Marinov 1. Data collection procedures equivalence in emerging economy market research Pervez N. Ghauri and Agnieszka Chidlow 2. Globalization sustainability and marketing of health care in emerging market economies : doing good while doing well Van R. Wood 3. Marketing accountability in emerging economy firms Maja Arslanagic Kalajdzic and Vesna Žabkar 4. Materialistic tendencies and adolescent healthy food consumption : setting the research agenda Nesma Ammar Noha El Bassiouny and Ronia Hawash 5. Psychobranding of emerging economy firms : building emotional connections with local consumers G. Nicolas Kfuri 6. Multinational corporation retailing in emerging economies : interplays of resistance cooperation and transmutation Marie Laure Baron Ruby Roy Dholakia and Nikhilesh Dholakia 7. Perceived advertising intrusiveness and avoidance in emerging economies the case of China Dan Petrovici Svetla Marinova and Marin Marinov 8. Value branding in emerging economies as a social dimension in the Indian context S. Ramesh Kumar and Svetla Marinova 9. Researching country image construct in the context of emerging economies Durdana Ozretic Dosen Vatroslav Skare and Zoran Krupka 10. Opening the black box of Russian culture in B2B relationships Carl Arthur Solberg and Anzhelika Osmanova 11. Russian consumer behaviour : in search of a balance between national uniqueness and western mainstream Sergei Sutyrin and Irina Vorobieva 12. Marketing in an emerging economy : the case of marketing in the Russian e commerce market Maria Smirnova Vera Rebiazina and Anna Daviy 13. Marketing in Bulgaria : a small emerging economy and multi cultural markets Vesselin Blagoev and Mihael Minkov 14. Diffusion of supermarkets in Bangladesh miles to go M. Yunus Ali and Anisur Rahman Faroque. Recently emerging economies have contributed significantly to world economic growth and output. This Research Handbook advances synthesises and expands the hitherto sparse publications on marketing in emerging economies investigating specific processes and requirements as well as the consequences of conducting marketing in these challenging contexts. Addressing diverse issues from a universal as well as regional and country specific perspective this book sheds light on general topics such as data collection procedure equivalence and marketing accountability in addition to exploring specific context such as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies the chapters explore various aspects including business to business marketing relationships the role of multicultural markets in marketing and retail marketing of multinational corporations. Timely and engaging this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners managers and policy makers working in emerging economies will also benefit from practical guidance on improving approaches to serving customers as well as creating conducive environments for serving customers