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| Author: | Hussein, R. T. |
| Title: | The nature of marketing mix in the less developed countries |
| Journal: | Journal of International Selling and Sales Management
2000 : AUT, VOL. 6:2, p. 55-64 |
| Index terms: | Marketing mix Developing countries Economic planning |
| Language: | eng |
| Abstract: | Never before has the need for marketing been greater than it is today, particularly in the less developed countries. The turbulent environment of tough competition, double-digit inflation, negative attitudes towards products made in developing countries, and many other difficult economic problems makes adoption of marketing activities a must. The purpose of this study is to review the literature on the marketing mix in the less developed countries to help economic planners and policy makers identify the importance of marketing mix elements in future economic development plans. |
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