APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD
Abstract
The article investigates the incidence and regularity of performance of marketing‐mix activities in Third World business contexts. The results support a relatively high level of incidence and regularity of performance of marketing‐mix activities — thus implying their “applicability”. However, the results suggest that corporate factors influence the performance of marketing‐mix activities.
Keywords
Citation
Akaah, I.P. and Riordan, E.A. (1988), "APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD", International Marketing Review, Vol. 5 No. 1, pp. 41-55. https://doi.org/10.1108/eb008346
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited