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| Author: | Howard, D. G. Mayo, M. A. |
| Title: | Developing a defensive product management philosophy for Third World markets. |
| Journal: | International Marketing Review
1988 : SPRING, VOL. 5:1, p. 31-40 |
| Index terms: | MARKETING STRATEGY MULTINATIONAL COMPANIES UNDERDEVELOPED ECONOMIES |
| Language: | eng |
| Abstract: | How the product management techniques usually employed for markets in developed countries are inappropriate for markets in the lesser-developed countries (LDCs), and how firms need to re-examine their product offerings and product management philosophy to successfully market in LDCs. Defensive product management philosophy, and developing such a philosophy. Three Figures illustrate defense product management philosophy. |
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