ABSTRACT
Emerging economies have become known as markets that are creating a few surprises for marketers. They are not only turning out to be difficult for many leading brands, but are developing their own brands and world leaders. Once called the Third World these countries are changing the rules of the marketing game. These countries show a different cultural pattern as compared to the developed economies. They also reflect differing consumption patterns. Most of these countries have witnessed a communication revolution before developing economically, leading to high awareness about products and practices across the world. These markets are not only witnessing the entry of large brands and retailers, but several local companies are becoming multinational corporations (MNCs) in their own right.
