Communicating with Customers in Emerging Markets: an Exploratory Study

This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences due to culture, political and legal, economic, infrastructural and educational factors, that may impact on communicating with buyers in those markets. A typical communications model used in international marketing is discussed in terms of its applicability to emerging markets and preliminary testing in undertaken via exploratory research in relation to Vietnam. The research indicates that although the same communications model can apply in emerging markets, the relative emphasis of each stage of the model is likely to differ and substantial differences will be needed in the content of the communication.