Marketing in developing countries : an audit on the state of marketing activities and marketing orientation

According to the two schools of thought on marketing and economic development, marketing can either spur economic development or be spurred by it. As such, there is a hypothesized link between economic development and the level of marketing orientation and activities in developing countries. This thesis aims to determine the level of marketing orientation and marketing activities in developing countries and seeks to investigate the correlation between these levels and the variables that the literature argues are key for economic development. To this end, a model is created based on the literature on economic development and marketing in developing countries--with the independent variables resembling [what is known in emerging market circles as] the 'Washington Consensus'. A survey is carried out using Kotlers' Marketing Audit as the investigative tool and sent to members of the American Marketing Association in developing countries. The data is analyzed by means of factor analysis and multivariate regression analysis. Descriptive statistics and a summary of the Marketing Audit results provide insight into the state of marketing in developing countries. Evidence was found supporting the hypothesis that the variables linked to the economic development of developing countries may also be used to predict the level of marketing orientation and activities in these countries. The implications of this research for academics and practitioners are discussed. Future research suggestions are also provided