Abstract:
This paper explores the differences between communicating with consumers in emerging economies
compared with those in more developed economies. The nature of emerging markets is discussed in
order to highlight differences due to culture, political and legal, economic, infrastructural and
educational factors, that may impact on communicating with buyers in those markets. A typical
communications model used in international marketing is discussed in terms of its applicability to
emerging markets and preliminary testing in undertaken via exploratory research in relation to
Vietnam. The research indicates that although the same communications model can apply in emerging
markets, the relative emphasis of each stage of the model is likely to differ and substantial differences
will be needed in the content of the communication.
