Foundations of Marketing. Theory, Application, and Consulting in Emerging Economies

This textbook bridges classical marketing theory with the dynamic, fast-evolving realities of emerging economies - from West Africa, South Asia to Latin America.

Marketing as a discipline has long been shaped by frameworks developed in North American and Western European contexts. While these frameworks provide essential foundations, applying them uncritically to emerging economies often leads to strategic failures. This book is designed to equip university students with both rigorous theoretical grounding and practical consulting skills tailored to the unique challenges and opportunities found in developing markets.

Each chapter combines conceptual exposition with real-world case studies, reflective exercises, and consulting frameworks. Whether you aspire to work within multinational corporations, local enterprises, non-governmental organizations, or start your own venture, this book will sharpen your ability to think strategically about markets that are complex, culturally rich, and rapidly changing.