Marketing Communications in Emerging Economies: Conclusions and Recommendations

This final chapter summarizes the key issues discussed in this book and offers important conclusions and recommendations. The chapter reiterates that marketing communication is an important function in every entity and as such must be managed carefully. It highlights why firms in emerging economies must pay attention to the nuances in the context to be successful. In reflections, the chapter indicates that social and technological changes are upon us and must be managed carefully when communicating. It also highlights that a mix of the traditional and contemporary marketing communication channels is critical for communication success. It concludes by offering a lesson for public sector marketing communications and research avenues in marketing communications in emerging markets.