The marketing mix in developing countries

  • Joanna Kinsey
Part of the Macmillan Studies in Marketing Management book series (STMM)


The marketing mix, like marketing research, needs more careful consideration in a developing country context. Not only is the external environment more difficult, but also the internal constraints which affect the formulation of the marketing mix are likely to be more numerous and harder to overcome.


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Copyright information

© Joanna Kinsey 1988

Authors and Affiliations

  • Joanna Kinsey
    • 1
  1. 1.Strathclyde UniversityUK

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