APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD
- 1 January 1988
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 5 (1) , 41-55
- https://doi.org/10.1108/eb008346
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
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