Introduction to marketing communications: Setting the scene for emerging economies

Abstract

This chapter sets the scene for this volume by discussing foundational issues of marketing communications. The chapter provides an introduction to all the issues in this book and highlights what readers should expect. The introductory chapter highlights the importance of understanding the emerging economies (EEs) context within the broader marketing and management field. It highlights the growing importance of this market and how the world of business is shifting our attention to emerging markets. It further highlights why it is essential to focus on EEs in marketing communication theory and practice.