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Volume 5, Issue 1
1 January 1988
International Marketing Review Cover Image for Volume 5, Issue 1
Review Article| January 01 1988

DEVELOPING A DEFENSIVE PRODUCT MANAGEMENT PHILOSOPHY FOR THIRD WORLD MARKETS Available to Purchase

Donald G. Howard;
Donald G. Howard
University of Akron, Akron, Ohio
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Michael A. Mayo
Michael A. Mayo
Kent State University, Kent, Ohio
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6763
Print ISSN: 0265-1335
© MCB UP Limited
1988
International Marketing Review (1988) 5 (1): 31–40.
https://doi.org/10.1108/eb008345

The article suggests that product management techniques commonly employed for markets in developed countries are inappropriate for markets in less‐developed countries (LDCs). To market successfully in LDCs, a firm must re‐examine both its product offerings and its product management philosophy.

Keywords:
Product Policy, Underdeveloped Economies
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© MCB UP Limited
1988
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