Citation
Leventhal, R.C. (2013), "Editorial", Journal of Product & Brand Management, Vol. 22 No. 1. https://doi.org/10.1108/jpbm.2013.09622aaa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited
Editorial
Article Type: Editorial From: Journal of Product & Brand Management, Volume 22, Issue 1
It is important to realize that the marketplace that we know today is truly global in nature, and as such it is imperative that we understand the forces that affect and shape said markets. We are fortunate to have worked with the Indian Institute of Management Lucknow in their efforts to convene an international conference in 2011 that examined the emerging market economy (EME) concept that is so relevant today. We have included manuscripts selected by this conference in our special issue so that readers of the JPBM will get a better idea of both marketing theory and practice as applied to product and brand management as it pertains to EME’s.
Richard C. Leventhal