Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence

Abstract

This chapter sets the scene for this volume by discussing conceptual issues of marketing communications. It highlights that marketing communication is critical to the survival and growth of brands and entities operating within emerging economies. It starts by explaining why managing different stakeholder audiences is crucial to successful communications and highlights how critical it is for firms to adopt the integrated marketing communication approach. The chapter further shows some empirical evidence on the marketing communication practices in emerging markets. The chapter ends with a synopsis of the various themes and topics discussed in the book chapters.