Advertising in a Developing Economy; Opportunity and Responsibility

Abstract

Suggests that advertising has a greater influence on spending habits and life style in lesser‐developed areas than in wealthier ones – this potential imposes certain responsibilities on marketers as well as offering opportunities for balanced economic and social development of the countries concerned. Stresses that production has always been considered more respectable than distribution, and the role of the ‘middlemen’ has drawn more suspicion. States that neglecting positive potential of marketing has prevented any analysis of the possible dysfunctional effects of commercial marketing – attempts to suggest the extent of the power that lies with marketers in less‐developed countries. Concludes that if marketing techniques are viewed as valuable tools to be used in accelerating the development process, economic activity will be stimulated rather than stifled, and the increase in national income will help to contribute to a better future for all.

Citation

Harper, M. (1975), "Advertising in a Developing Economy; Opportunity and Responsibility", European Journal of Marketing, Vol. 9 No. 3, pp. 215-223. https://doi.org/10.1108/EUM0000000005069