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Annual conference of the Emerging Markets Conference Board

Despite over a decade of exhortations that marketing shift its focus almost exclusively from the US and examine the unique challenges of emerging markets, it is fair to say that there has not been a rapid rise in research focused on marketing in emerging markets.

To that end, this special ebook highlights some of the research presented at the 2014 Annual Conference of the Emerging Markets Conference Board in India. The conference is run annually by the Emerging Markets Conference Board and has the goal of bringing together “marketing scholars and practitioners from around the world to discuss contemporary issues and challenges in emerging economies.”

The collection here is also unique in that it addresses issues facing both big emerging markets (e.g., India) and smaller emerging markets (e.g., Vietnam). The chapters also embrace the important idea that an emerging market is not a single homogeneous entity, but made up of disparate groups of consumers with differing needs.


“Can you do something about the price?" – Exploring the Indian deal and bargaining-prone customer,Antecedents and moderators of brand trust in the context of baby care toiletries,Does outcome quality matter? An investigation in the context of banking services in an emerging market,Erratum,Executive Summary,Guest editorial,Marketing sustainability in the luxury lodging industry: a thematic analysis of preferences amongst the Indian transition generation,The western brands in the minds of Vietnamese consumers

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