Marketing in Emerging Market Economies

This paper presents a literature review on the marketing concepts and strategies applied in the emerging economies. The focus of the research was the stage of development and the application of marketing principles in emerging economies, with an emphasis in specific countries, cultures and industries concerned. Issues such as marketing research and its implementation, marketing opportunities, role of distribution channels and communications, marketing strategies and policies in different cultural contexts, marketing specifics compared to developed countries and marketing in specific industries, were reviewed. It was concluded that emerging markets represent a huge opportunity for local and multinational companies. It was also proved that the marketing in general in these countries remains underdeveloped compared to Western countries of established market economies. Despite the fact that emerging market economies represent group countries with same features in some sense, a specific country and industry approach as far as marketing concerns was suggested.