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APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD

Ishmael P. Akaah (Department of Marketing, Wayne State University, Detroit, MI)
Edward A. Riordan (Department of Marketing, Wayne State University, Detroit, MI)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 January 1988

392

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

Citation

Akaah, I.P. and Riordan, E.A. (1988), "APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD", International Marketing Review, Vol. 5 No. 1, pp. 41-55. https://doi.org/10.1108/eb008346

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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