Rethinking Marketing Programs for Emerging Markets
- Topics:
- Investment and Capital Markets
- Tags:
- Emerging Market,
- Financial Services,
- Marketing,
- Marketing Research,
- Multinational,
- University Of Michigan
- Source:
- University of Michigan
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Overview: This paper proposes that, in order to attract billions of new consumers, the marketing programs of multinationals need to be rethought from the ground up. It identifies three key factors that characterize emerging markets: low incomes, variability in consumers and infrastructure, and the relative cheapness of labor, which is often substituted for capital. It draws on numerous case studies from around the world to illustrate how to incorporate these realities into marketing programs. The paper concludes with a discussion of the implications of such an approach for the multinational's core strategic assumptions.
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Format: PDF | Size: 177KB | Date: Jun 2000 | Pages: 44
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