Emerging market consumers : an empirical investigation

Gary A. Knight, Richard Fletcher

    Research output: Chapter in Book / Conference PaperConference 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 languageEnglish
    Title of host publicationKnowledge Development and Exchange in International Business Networks : Proceedings of the Academy of International Business Conference, held in Milan, Italy, 30 June-3 July, 2008
    PublisherAcademy of International Business
    Number of pages28
    Publication statusPublished - 2008
    EventAcademy of International Business. Conference -
    Duration: 1 Jan 2008 → …

    Conference

    ConferenceAcademy of International Business. Conference
    Period1/01/08 → …

    Keywords

    • communication in marketing
    • emerging markets
    • export marketing
    • economic development
    • consumers
    • globalization

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