Marketing in the Third World

Abstract

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.

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