Abstract
Whoever uses marketing, at whatever level and wherever in the world, the marketing environment in which he is operating must be understood. There is an intimate relationship between the organisation (whether public, private, commerical or non-commercial) and its ever-changing environment. To be successful the marketer must understand the basic issues, especially the external uncontrollable ones, anticipate development and respond to them.
This is a preview of subscription content, log in via an institution.
Preview
Unable to display preview. Download preview PDF.
References
Baker, M. J. (1985) Marketing: An Introductory Test (London: Macmillan).
Beals, A. R. (1967) Culture in Process (New York: Holt Rhinehart).
Hall, E. T. (1960) ‘The Silent Language in Overseas Business’, Harvard Business Review May–June, pp. 87–96.
Harper, M. (1975) ‘Advertising in a Developing Economy: Opportunity and Responsibility’, European Journal of Marketing.
Hofheinz, J. R. and Calder K. E. (1982) The Eastasia Edge (New York: Basic Books).
Kotler, P. (1980) Marketing Management: Analysis, Planning and Control (New York: Prentice-Hall).
Terpestra, V. (1978) The Cultural Environment of International Business (Cincinnati: S W Publishing Company).
Tylor, E. B. (1871) Primitive Culture (London: Murray).
Author information
Authors and Affiliations
Copyright information
© 1988 Joanna Kinsey
About this chapter
Cite this chapter
Kinsey, J. (1988). The marketing environment in developing countries. In: Marketing in Developing Countries. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-19147-5_2
Download citation
DOI: https://doi.org/10.1007/978-1-349-19147-5_2
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-42116-1
Online ISBN: 978-1-349-19147-5
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)