"MARKETING FOR LOCAL BRANDS: A STRATEGIC AND DATA-DRIVEN PERSPECTIVE IN EMERGING MARKETS"
Abstract
This article examines marketing strategies for local brands operating in emerging markets through a strategic and data-driven perspective. While existing marketing literature largely focuses on multinational enterprises and data-rich environments, local brands face structurally different conditions characterized by resource constraints, institutional uncertainty, fragmented customer journeys, and limited data availability. Addressing this gap, the article synthesizes insights from branding theory, institutional economics, resource-based views, and adaptive data-driven marketing to develop an integrated strategic framework tailored to local brand contexts.
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