The complexities of communicating to customers in emerging markets

Fletcher, Richard and Melewar, T. C. (2001) The complexities of communicating to customers in emerging markets. Journal of Communication Management, 6 (1) . pp. 9-23. ISSN 1363-254X [Article] (doi:10.1108/13632540210806900)


This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences that may impact on communication with buyers in those markets. One of the critical differences is that of culture and a comparison is undertaken between developed and emerging markets in respect of the variables highlighted by both Trompenaars and Hampden-Turner and Hofstede. Other differences discussed relate to political and legal, economic, infrastructural and educational factors. Then a typical communications model used in international marketing is discussed in terms of its applicability to emerging markets. Finally, a future research direction is proposed.

Item Type: Article
Keywords (uncontrolled): Communications theory, emerging markets, international marketing, marketing communications
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13307
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Depositing User: Devika Mohan
Date Deposited: 19 May 2014 07:27
Last Modified: 13 Oct 2016 14:30

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