Emerging markets are leading global marketing’s revolution. Marketers face unique difficulties and opportunities as economies in Asia, Africa, and Latin America rise at unprecedented rates with increasing competition. The fast urbanization, rising disposable incomes, and growing middle class in these countries are changing consumer behavior and expectations. Technology, especially digital and mobile platforms, is changing how organizations interact with customers.

The Journal of Indian Business Research’s special edition, “Future of Marketing in Emerging Markets,” examines marketing’s future in these dynamic environments. It examines how companies can capitalize on emerging markets by using new technology, marketing strategies, and socioeconomic insights.

This special issue aims to address marketing trends in developing markets through cutting-edge research and practical insights. The insights and ideas given here should help academics, practitioners, and policymakers excel in this constantly growing field. As we look ahead, the Journal of Indian Business Research welcomes readers to participate in this important discussion and enhance marketing strategies in emerging markets.

List of topic areas

• Consumer buying behaviour
• Managing customer relationships
• Understanding cross-cultural issues in design & implementation of marketing
• Strategy
• Developing winning channel strategy
• Developing digital strategy
• Enhancing effectiveness of marketing communication
• Strengthening company products and brands
• Marketing research methods and tools to capture the voice of the customers
• Retail Strategy to retain customers
• Enhancing the effectiveness of services marketing
• Linking technology, product innovation and B2B markets with customer needs
• Incorporating voice of the customer in marketing education and case teaching
• Developing a successful marketing strategy on emerging issues in marketing

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available at: https://mc.manuscriptcentral.com/jibr

Author guidelines must be strictly followed. Please see: https://www.emeraldgrouppublishing.com/journal/jibr#jlp_author_guidelines

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines

Closing date for manuscripts submission: 31/03/2025