Revisit: Marketing in Emerging Markets


Marketing in Emerging Markets, Special issue of International Journal of Business and Emerging Markets, Edited by John Branch, Maja Martinovic and Michael Metzger; Deadline 26 Jun 2009

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Special Issue on:

Marketing in Emerging Markets

Guest Editors:

Dr. John Branch, University of Michigan, USA
Dr. Maja Martinovic, Zagreb School of Economics and Management, Croatia
Dr. Michael Metzger, INCAE Business School, Costa Rica


Recently, there have been increasingly louder calls for more research in emerging markets, in order to both advance the discipline of marketing and ensure its managerial relevance. Indeed, emerging markets are fundamentally different from the industrialised nations in which scientific research has traditionally been conducted, calling into question, therefore, marketing’s conceptual and theoretical foundations. The growing importance of emerging markets in the world economy suggests that understanding the practice of marketing in emerging markets is critical to an organisation’s success.

The focus of this special issue, therefore, is on marketing in emerging markets. More specifically, it aims to explore both the scientific discipline and practice of marketing, in the context of emerging markets. The guest editors welcome:

  1. conceptual, theoretical, critical, and managerial submissions;
  2. both quantitative and qualitative methods; and
  3. all research approaches, including experiments, empirical work, cases, and interpretive studies.

Subject Coverage

Suitable topics include, but are not limited to:

  • Consumer research tools and techniques in emerging markets
  • Buyer behaviour in emerging markets
  • Distribution channel innovations in emerging markets
  • Communication and promotional strategies in emerging markets
  • Consumer education and consumer rights in emerging markets
  • Social marketing and ethical dilemmas in emerging markets
  • Counterfeiting and intellectual property rights
  • New product development in emerging markets
  • Internet marketing in emerging markets

Important Dates:

Submission: 26 June, 2009
Notification: 25 September, 2009
First Revision: 27 November, 2009
Final Revision: 29 January, 2010

For more information: