International Marketing: Emerging Markets

The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of Advances in International Marketing is focused on issues in international marketing to emerging markets and by firms from emerging markets. Chapters in this volume report a variety of studies examining the international marketing behavior of firms from emerging markets, market environments, and consumer behavior in emerging markets, arid MNCs' international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.