WHY DEVELOPING SOCIETIES NEED MARKETING TECHNOLOGY

Abstract

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.

Citation

Malhotra, N.K. (1986), "WHY DEVELOPING SOCIETIES NEED MARKETING TECHNOLOGY", International Marketing Review, Vol. 3 No. 1, pp. 61-73. https://doi.org/10.1108/eb008299