Book & CD. This book examines how consumer behaviour is influenced in emerging markets by the marketing strategies of global firms and analyses its impact on market, culture and consumption that contribute to the broader socio-economic development, values and lifestyle of consumers around. The discussions in the book analyse behaviour of consumers as individuals, decision makers, players in subcultures, and corporate associates in business performance of global firms. Discussions in this book delineate behavioural and relational factors of consumers in emerging markets that affect overall business performance of global firms. Strategies on building customer life time value, customer relationship management, and bottom of the pyramid consumer strategies to assure the high business performance of manufacturing, retailing and services sectors have also been analysed in the book. Managerial applications of consumer behaviour are also discussed in each chapter emphasising consumer behaviour concepts which can be employed to develop managerial strategy by the firms.