Marketing strategies are changing fast in the global marketplace as the competition is increasingly growing since the beginning of this century. Multinational companies believe that customer is not just a buying entity but a powerful business partner. In this growing competitive spree multinational companies are exploring remote markets to position global brands. This paper examines the new concepts put forth by contemporary research studies on emerging marketing strategies and their effects on consumer behavior. Global shifts in consumer strategies in reference to quality of relations, competitive leadership and shopping behavior of consumers in the emerging markets are critically analyzed and future directions for research in changing business environment are proposed.