Emerging markets offer new avenue for application and further development of marketing strategies, practices and tools. Challenges associates with lower consumer income, lacking infrastructure, lower brand awareness, lack of consumer sophistication are fostering new approaches and discoveries, which can later be transferred to other markets as well. Increasing role of digital technologies represents an additional angle, opening global economy to every single customer as buyer, user, potential co-creator and participants of consumer-to-consumer discussions. Researchers are calling for re-inventing the marketing through the lenses of new data, insights and evidence from emerging markets. The track invites contributions of both theoretical and practical nature, which will open discussion on agenda for research or new evidence in the context of emerging markets.