Marketing's Role In Economic Development

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. Review: ?Professors Reddy and Campbell have written a book that is well worth reading. The writing style is free of excess: their points are succinctly, but clearly, made with the aid of charts and lists; and the book has been well researched.?-Review of Business