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ABSTRACT
C. Samuel Craig, the Catherine and Peter Kellner Professor of Marketing and International Business at New York University's Stern School of Business, finds a number of challenges for advertisers in emerging markets. Professor Craig, in fact, has developed a distinguished body of work covering international marketing research and global marketing strategy. In the pages that follow, Dr. Craig argues that it is essential for global advertisers and agencies to establish a presence in emerging markets while, at the same time, embracing rapidly changing technology as it reshapes how they reach and influence consumers.
Douglas West
Executive Editor
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Vol 53 Issue 4
