Editorial—marketing science in emerging markets

• Autores: Laxman Narasimhan, Kannan Srinivasan, K. Sudhir
• Localización: Marketing science, ISSN 0732-2399, Vol. 34, Nº 4, 2015, págs. 473-479
• Idioma: inglés
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• Resumen

  • In this editorial accompanying the Special Section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review process for the special section and an overview of the four papers being published