...Anita Goyal; Moutusi Maity; Don E. Schultz Purpose The purpose of this viewpoint is to raise the issue of the development of marketing communication in and for emerging markets. Design/methodology/approach This is a conceptual piece which is not supported by formal research. It is based...

... questionnaire constructed by Dahl and Persson (2008) . The respondents were asked about three aspects: 1. their attitudes to various marketing communication strategies, incorporating CSR, that can be used by corporations in communicating with their consumers (Kotler and Lee, 2004); 2...