Pressestimmen
?Kaynak is a Turkish economist who introduces readers to marketing in less developed countries. The book is aimed primarily at individuals interested in entering the Third World market, but who have little knowledge of the environment and problems associated with such a move. It covers both economic development and marketing, but is a general treatment rather than a how-to manual for specific countries. Marketing is treated as a major stimulus to economic development, so the topics like development and the channels of distrubution, consumerism, and marketing research all receive their own chapters. Many easily understood charts and tables help point up the various themes of the book. Business and professional collections.?-Choice
Kurzbeschreibung
The author describes the general features of marketing in different economic settings of the world and relates the prevailing marketing conditions and marketing systems of countries to their level of economic development at varying stages. This study takes a systems approach to the subject and analyzes the essential role of trade in economic development; the organization of marketing efforts of firms and the problems encountered in different economic settings; ways to improve the marketing practices of firms; marketing technology transfer from developed to less-developed countries. Academics and professionals in the fields of economic development, international economics, international marketing, comparative marketing systems and international business will find important insights in this book.
