Marketing's Role in Economic Development - Hardcover

Reddy, Allan C.; Campbell, David P.

 
9780899307664: Marketing's Role in Economic Development
Hardcover
ISBN 10: 0899307663 ISBN 13: 9780899307664
Verlag: Praeger, 1994

Inhaltsangabe

This ground-breaking book examines marketing's impact on economic development. Focused on the less developed and newly industrialized countries, Campbell and Reddy outline how marketing can and should be used as a primary tool by government, business, and private planners. Analysis of Japan's post-war economic development is used as a starting point for the book's development of a macro-behavioral model. The model, centered on marketing, includes the constructs of attitude, adaptation, and achievement orientation as the macro-behavioral keys of development. The model explains how those keys function best in an environment where government, business, and labor interact to facilitate development in a market economy.

After reviewing some definitional aspects of marketing and economic development, the book examines marketing's role in less developed countries. It examines the conditions in the former USSR and its satellites and shows how marketing could facilitate their vitally needed economic development. The model, based on Japan's development, is proposed. It is then shown how the model can explain the successful economic development of Setubal, Portugal. India is examined as an example of the countries which should apply the model to hasten economic development.

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Über die Autorin bzw. den Autor

ALLAN C. REDDY is Professor of Marketing at Valdosta State University, Valdosta, Georgia. He has published in International Journal of Management, Journal of Applied Business Research, Journal of Health Care Marketing, and other business journals.

DAVID P. CAMPBELL is Associate Professor of Marketing at Valdosta State University. His research has been widely published in such forums as the Journal of the Academy of Marketing Science, Journal of Business and Entrepreneurship, and several proceedings.

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Verlag
Praeger
Erscheinungsdatum
1994
Sprache
Englisch
ISBN 10 
0899307663
ISBN 13 
9780899307664
Einband
Gebundene Ausgabe
Anzahl der Seiten
156
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

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