Interactivity, Marketing Communication, and Emerging Markets: A Way Forward

Don E. Schultz*, Edward C. Malthouse

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


This managerial article develops a conceptual model that illustrates the similarities and differences between marketing communication (marcom) models used in established markets and what is and will likely be needed in emerging markets. We argue that existing marcom models often fail in new markets because of the culture, technology, consumer interactivity, reciprocity, networks, and channels found in them. A new approach based on the needs, capabilities, and requirements of emerging markets are proposed. Termed the consumer networks and negotiation (CN2) approach, it is based on the unique situations often found in emerging markets. Since the effectiveness of existing established marcom models appears to be declining in American and European markets, this model could also help experienced marketers rethink their approaches as well. Recommendations for further development and testing of the models are proposed.

Original languageEnglish (US)
Pages (from-to)17-30
Number of pages14
JournalJournal of Current Issues and Research in Advertising
Issue number1
StatePublished - Jan 2 2017

ASJC Scopus subject areas

  • Marketing


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