Marketing renaissance: How research in emerging markets advances marketing science and practice

Volume: 23, Issue: 4, Pages: 337 - 356
Published: Dec 1, 2006
Abstract
null null In the last decades, our discipline has made tremendous progress in addressing scientific and managerial marketing problems. However, our knowledge of marketing phenomena derives almost exclusively from research conducted in high income, industrialized countries. We believe it is paramount for the future of marketing science and practice that we conduct more research in so-called null emerging markets null (EMs). EMs present...
Paper Details
Title
Marketing renaissance: How research in emerging markets advances marketing science and practice
Published Date
Dec 1, 2006
Volume
23
Issue
4
Pages
337 - 356
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