Dawar, Niraj; Chattopadhyay, Amitava - 2000
seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America; on the other, their … potential of billions of new consumers that attracted them in the first place. In this paper, we propose that, in order to … attract billions of new consumers, the marketing programs of multinationals need to be rethought from the ground up. We …