Index of Paper Presentations for the Parallel Sessions - Academy of ...

elevant in emerging markets, it also addresses many of the issues sophisticated marketers increasingly face today inestablished markets as well.While this model is still in development, it is based on solid research and an understanding of the emergingmarkets around the world. The model we propose has been vetted in several recent academic conferences.(ICORIA Berlin 2011, AAA Asia Pacific 2011) Portions of this new e-marketing communications approach havebeen accepted for publication in leading peer reviewed journals and textbooks. (Advances in Advertising Research2011) Thus, we believe the proposed methodology and approach is one which can be effectively used in emergingand established markets around the world.The structure of the paper is: (a) an initial discussion of marketing communication in established markets andhow those approaches and concepts emerged and have been developed, (b) a brief discussion of the challenges to theexisting established market and marketing communication models. That is followed by (c) an explanation ofobservations of the emerging markets marketing communication model. We close with (d) an acknowledgement ofthe limitations of the approach and some recommendations for next steps.II. Marketing Communication in Established MarketsMarketing communications, as practiced in established, western economies today, has evolved over time.(Duncan and Caywood 1996) However, many of the structures and formats used in marketing and marcomcommunication today had their genesis in the Industrial Revolution of some 200+ years ago. (Gronroos 2004) Themost common marketing system has been one where manufacturing firms developed and produced products whichthey then sought to sell through various types of distribution channels to end users and consumers. (Vargo and Lusch2004) Because manufacturing profits were based on production economies-of-scale, most manufacturers sought tooptimize their investments by selling ever-larger numbers of products to take advantage of the continually decliningproduction costs, and thus, constantly increasing margins. (Vargo and Lusch 2004) Today, that approach is bestrepresented as a supply-chain model. This approach represents a majority of the manufacturing organizationsaround the world today. Exhibit One illustrates the concept.Exhibit One Goes About HereSupply Chain ModelTo encourage the purchase and use of the products they had produced, manufacturers began to focus on theuse of various forms of marketing communication delivered through increasingly sophisticated channels to informand persuade customers and prospects. (Schultz and Schultz 1998) Starting with print media in the U.S., such asnewspapers and magazines in the 1880s, other media forms such as radio became available in the 1920s, followed bytelevision in the 1950s. (Hutton 1996) As media firms developed, audiences grew and widespread outbound and oneway marketing communication became possible.Initially, these media forms carried basic product message advertising which sought to encourage customersand prospects to (a) visit various retail establishments where the product(s) were stocked and inventoried and fromthat to (b) to prefer or request the brand(s) the manufacturer had attached to the products developed which wereavailable from those retailers. (Bowersox et al 2002) These communication systems became central to the successof the supply chain models.The marketing communication model, which evolved over time, was consistent with the supply chainbusiness model which it was designed to support. It was a one way, outbound, media-oriented, marketer-controlledcommunication system. (Borden 1964) The approach was based on the 4Ps or marketing mix model (Product, Price,Place and Promotion) which became the foundation of modern marketing. (Porter 1980) Using the availablecommunication systems, marketers could direct messages to people they believed might be the best prospects for