Despite over a decade of exhortations that marketing shift its focus almost exclusively from the US and examine the unique challenges of emerging markets, it is fair to say that there has not been a rapid rise in research focused on marketing in emerging markets.To that end, this special ebook highlights some of the research presented at the 2014 Annual Conference of the Emerging Markets Conference Board in India. The conference is run annually by the Emerging Markets Conference Board and has the goal of bringing together "marketing scholars and practitioners from around the world to discuss contemporary issues and challenges in emerging economies."The collection here is also unique in that it addresses issues facing both big emerging markets (e.g., India) and smaller emerging markets (e.g., Vietnam). The chapters also embrace the important idea that an emerging market is not a single homogeneous entity, but made up of disparate groups of consumers with differing needs.