ABSTRACT
Cambodia continues to rise from the ashes of genocide and profound economic mismanagement. Despite the legacy of the killing fields, ongoing political tension, and problems associated with any poor country, relative stability and new government policies that are friendly to foreign investors are transforming this nation into a promising market economy. Positive trends include investment and development, tourism and services growth, agribusiness expansion, the emergence of some light industry, and export development. To illuminate Cambodia’s economic and market renaissance, the authors frame historical developments and discuss the current political, economic, social, and market conditions that affect consumers, marketers, and policy makers; they then offer an overview of the macromarketing mix and conclude with prognoses for Cambodian consumers, markets, and managers.
