Marketing in emerging countries: evidence from a liberalized economy

Abstract

Following a review of the current economic trends in emerging nations, discusses the importance of marketing within the macro and micro contexts of business environments in a typical liberalized economy. Provides a background to changes taking place within the market environments of emerging nations which have instituted policies to liberalize their economies, with a focus on Ghana, which has been hailed as a successful bright star of the developing world. In the context of developing countries, highlights the relevance of marketing and follows this by identifying a number of areas in which effective marketing strategies are gaining increased importance in Ghana’s evolving marketplace, and in this context, discusses case studies of three companies which have achieved superior performance as a result of improved marketing practices. Addresses the implications of the changing environment for business and marketing managers of both foreign and domestic firms.