Marketing in the Third World

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Title:

Marketing in the Third World

Author:

Kaynak, Erdener.

ISBN:

9781560248309

Publication Information:

New York : International Business Press, c1996.

Physical Description:

126 p. : ill. ; 23 cm.

General Note:

"Has also been published as Journal of global marketing, volume 9, number 4 1996"--T.p.verso.

Contents:

Adjusting to Economic Change in Developing Countries: Philippine Firms Cope with Stagflation / Juanita Roxas and Sandra M. Huszagh -- The Strategies and Characteristics of Exporting SMEs: A Study of Peruvian Firms / Mercedes Douglas -- Marketing Adaptations by American Multinational Corporations in South America / Surjit S. Chhabra -- Advertising to the Masses Without Mass Media: The Case of Wokabaut Marketing / Amos Owen Thomas -- A Framework for Effective Global Marketing for Developing Country Public Sector Enterprises / Erdener Kaynak and Ali Kara -- Differences in Marketing Activities and Performance of Foreign and Domestic Manufacturing Firms in Nigeria / Sam C. Okoroafo.

Subject Term:

Export marketing -- Developing countries.

Added Author:

Kaynak, Erdener.

Johnson, Denise M. (Denise Martha), 1953-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015712637	658.848091724 J66M 1996	1	Searching... Unknown

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Summary

In Marketing in the Third World, Editors Denise M. Johnson and Erdener Kaynak have gathered for marketing professionals and students a variety of studies that provide insight into marketing practices in countries such as the Philippines, Peru, Papua New Guinea, and Nigeria. Readers learn about market orientation, market infrastructure, economic constraints, government regulations, internationalization processes of public-sector enterprises, and performance differences between foreign and domestic manufacturing firms.

Specific studies in Marketing in the Third World include one that investigates the performance of Peruvian exporting firms and shows the reader the seven internal and external factors that determine their success. Another examines the extent of marketing mix adaptations by the American Multinational Corporations in South America for tangible consumer and industrial products and tells MNC managers what they should expect regarding pricing and promotion elements in the region. Also described for the reader is the unique advertising practice in Papua New Guinea known as workabaut, in which a drama troupe travels from village to village and performs live commercials. The effectiveness of this technique, along with the politico-economic impact and ethical implications are investigated.

Readers of Marketing in the Third World discover that the expansion to global markets requires significant strategy adjustments and radical changes in corporate philosophy. This book guides readers through these changes and shows them how to develop successful marketing strategies in the Third World markets.