search query: @author Howard, D. G. / total: 7
reference: 7 / 7
« previous | next »
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. |
« previous | next »
SCIMA