Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 16: Marketing Stages in Developing Nations
Marketing Stages in Developing Nations
As nations develop, the character and emphasis of their marketing activities change in some typical ways. The focus of these activities depends on the resources of the country and its relative involvement in agriculture, industry, and commerce; the result is varied patterns of trade. Seven stages will be discerned here, each with a different emphasis on the nature of its marketing. Given the size and complexity of countries, any progression of stages will not be sharply demarcated in reality, of course; rather, there will be overlapping elements and concurrent phenomena, order reversals, and skipped stages. However, a simple description is a useful heuristic for exploring some of the main marketing configurations and their characteristic dynamisms.