With growing incomes and a greater awareness of foreign branded goods, consumers in emerging markets are increasingly seeking such goods to satisfy their needs. In this backdrop, international marketers and their research and development teams are looking for new ways to target emerging market consumers. This chapter focuses on some of the factors that an international product planner needs to consider in researching, developing, and marketing consumer goods to emerging markets.
|Title of host publication||Handbook of Business Practices and Growth in Emerging Markets|
|Publisher||World Scientific Publishing|
|Number of pages||30|
|ISBN (Print)||9812791779, 9789812791771|
|Publication status||Published - 2010|