Purpose – The purpose of this viewpoint is to raise the issue of the development of marketing communication in and for emerging markets. Design/methodology/approach – This is a conceptual piece which is not supported by formal research. It is based on existing literature and the experience...

Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product...