Emerging market consumers : an empirical investigation

Gary A. Knight; Richard Fletcher

Emerging market consumers : an empirical investigation

Gary A. Knight, Richard Fletcher

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

![CDATA[We investigate the role of ‘marketing communications’ in emerging markets, former developing economies that have achieved substantial industrialization, modernization, and rapid economic growth since the 1980s. Using case studies, we highlight differences between consumers in emerging markets and developed economies, and evaluate the applicability of traditional marketing approaches in emerging markets. Using empirical data from exporting firms, we then compare the role of marketing communications in emerging markets and developed economies. Results confirm the importance of marketing communications in emerging markets. We offer discussion and implications for managers.]]

Original language	English
Title of host publication	Knowledge Development and Exchange in International Business Networks : Proceedings of the Academy of International Business Conference, held in Milan, Italy, 30 June-3 July, 2008
Publisher	Academy of International Business
Number of pages	28
Publication status	Published - 2008
Event	Academy of International Business. Conference - Duration: 1 Jan 2008 → …

Conference

Conference	Academy of International Business. Conference
Period	1/01/08 → …

Keywords

communication in marketing
emerging markets
export marketing
economic development
consumers
globalization

Cite this

@inproceedings{ee4f28780094412591edb97818f2782b,

title = "Emerging market consumers : an empirical investigation",

abstract = "![CDATA[We investigate the role of {\textquoteleft}marketing communications{\textquoteright} in emerging markets, former developing economies that have achieved substantial industrialization, modernization, and rapid economic growth since the 1980s. Using case studies, we highlight differences between consumers in emerging markets and developed economies, and evaluate the applicability of traditional marketing approaches in emerging markets. Using empirical data from exporting firms, we then compare the role of marketing communications in emerging markets and developed economies. Results confirm the importance of marketing communications in emerging markets. We offer discussion and implications for managers.]]",

keywords = "communication in marketing, emerging markets, export marketing, economic development, consumers, globalization",

author = "Knight, {Gary A.} and Richard Fletcher",

year = "2008",

language = "English",

booktitle = "Knowledge Development and Exchange in International Business Networks : Proceedings of the Academy of International Business Conference, held in Milan, Italy, 30 June-3 July, 2008",

publisher = "Academy of International Business",

note = "Academy of International Business. Conference ; Conference date: 01-01-2008",

}

Emerging market consumers : an empirical investigation. / Knight, Gary A.; Fletcher, Richard.
Knowledge Development and Exchange in International Business Networks : Proceedings of the Academy of International Business Conference, held in Milan, Italy, 30 June-3 July, 2008. Academy of International Business, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - Emerging market consumers : an empirical investigation

AU - Knight, Gary A.

AU - Fletcher, Richard

PY - 2008

Y1 - 2008

N2 - ![CDATA[We investigate the role of ‘marketing communications’ in emerging markets, former developing economies that have achieved substantial industrialization, modernization, and rapid economic growth since the 1980s. Using case studies, we highlight differences between consumers in emerging markets and developed economies, and evaluate the applicability of traditional marketing approaches in emerging markets. Using empirical data from exporting firms, we then compare the role of marketing communications in emerging markets and developed economies. Results confirm the importance of marketing communications in emerging markets. We offer discussion and implications for managers.]]

AB - ![CDATA[We investigate the role of ‘marketing communications’ in emerging markets, former developing economies that have achieved substantial industrialization, modernization, and rapid economic growth since the 1980s. Using case studies, we highlight differences between consumers in emerging markets and developed economies, and evaluate the applicability of traditional marketing approaches in emerging markets. Using empirical data from exporting firms, we then compare the role of marketing communications in emerging markets and developed economies. Results confirm the importance of marketing communications in emerging markets. We offer discussion and implications for managers.]]

KW - communication in marketing

KW - emerging markets

KW - export marketing

KW - economic development

KW - consumers

KW - globalization

UR - http://handle.uws.edu.au:8081/1959.7/45307

M3 - Conference Paper

BT - Knowledge Development and Exchange in International Business Networks : Proceedings of the Academy of International Business Conference, held in Milan, Italy, 30 June-3 July, 2008

PB - Academy of International Business

T2 - Academy of International Business. Conference

Y2 - 1 January 2008

ER -

Emerging market consumers : an empirical investigation

Abstract

Conference

Keywords

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