The complexities of communicating to customers in emerging markets

Article

Fletcher, R. and Melewar, T. 2001. The complexities of communicating to customers in emerging markets. Journal of Communication Management. 6 (1), pp. 9-23. https://doi.org/10.1108/13632540210806900
TypeArticle
TitleThe complexities of communicating to customers in emerging markets
AuthorsFletcher, R. and Melewar, T.
Abstract

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 that may impact on communication with buyers in those markets. One of the critical differences is that of culture and a comparison is undertaken between developed and emerging markets in respect of the variables highlighted by both Trompenaars and Hampden-Turner and Hofstede. Other differences discussed relate to political and legal, economic, infrastructural and educational factors. Then a typical communications model used in international marketing is discussed in terms of its applicability to emerging markets. Finally, a future research direction is proposed.

KeywordsCommunications theory, emerging markets, international marketing, marketing communications
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherMCB UP Ltd
JournalJournal of Communication Management
ISSN1363-254X
Publication dates
Print2001
Publication process dates
Deposited19 May 2014
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/13632540210806900
LanguageEnglish
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Defining the corporate identity construct
Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166
The impact of information technology on global marketing strategies
Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.
Industry in transition: corporate identity on hold?
Melewar, T. and Bains, N. 2002. Industry in transition: corporate identity on hold? International Journal of Bank Marketing. 20 (2), pp. 57-66. https://doi.org/10.1108/02652320210419661
The relationship between consumer ethnocentrism and human values
Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02
Business-to-business relationship marketing: an internet and international perspective
Melewar, T., Hunt, C. and Bridgewater, S. 2001. Business-to-business relationship marketing: an internet and international perspective. The Marketing Review. 2 (2), pp. 169-185. https://doi.org/10.1362/1469347012569832
Corporate identity in the service sector
Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).
The dynamics of corporate identity: a review of a process model
Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866
The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies
Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943
The role of corporate identity in merger and acquisition activity
Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.
International advertising strategies of multinational enterprises in the Middle East
Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).
International corporate visual identity: standardization or localization?
Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084
An integrated model of firms' brand likeability: antecedents and consequences
Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071
Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation
Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02
Measuring visual identity: a multi-construct study
Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206
Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772
The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114
Discovering relational bonds in channel relationships: a case study of Malaysia
Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04
Global corporate visual identity systems: using an extended marketing mix
Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910
Global corporate visual identity system: standardisation, control and benefits
Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560
Value marketing through corporate reputation: an empirical investigation of Thai hospitals
Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676
Segmentation and brand positioning for Islamic financial services
Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061
Consumer attitudes revisited: a review of attitude theory in marketing research
Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x
Investigating the implications of business and culture on the behaviour of customers of international firms.
Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011