Reinventing marcom for the new marketplace

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 of the author. Previous experience, writings, consulting and teaching are the primary base for the discussion. Suggestions and recommendations for further research and development are made. Findings – This work suggests that present western models are inappropriate, therefore, it provides an alternative view and a new conceptual model. The model developed has been based on the needs and requirements of emerging markets and is presented and discussed. Practical implications – This viewpoint provides practitioners with a new, practical way to consider and develop marketing communication programs in emerging markets. It also provides the academic community with a conceptual model which can be tested and refined over time. Thus, it serves a dual purpose: it provides a new, unique and relevant view of marketing communications in emerging markets and it also provides a platform for cooperative research among the academic and professional communities. Social implications – The concept suggests that consumers now and will in the future control the impact and effect of all forms of marketing communication. There are substantial implications of this shift of marketplace power if the suppositions of the author are accurate. Originality/value – This viewpoint builds on other research, writing and developmental work by the author. It is the synthesis of several years of research, teaching, consulting and discussion by the author in a number of emerging markets and economies.