Allan Reddy - Böcker

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.

Having achieved production quality, aggressive foreign firms are cleverly shifting emphasis to total quality marketing, which is a dynamic market-driven concept that goes beyond the currently popular total quality management approach. It centers on customer satisfaction as a way to achieve solutions to business problems. It is a market-driven idea that stresses customer satisfaction as crucial to the success of a business in a highly competitive modern business world. The concept is an enhanced version of the marketing mix--the familiar 4-P paradigm in marketing. Thus, by incorporating quality into their product, price, promotion, and distribution strategy, firms can regain market shares; and can prevent further erosion of market shares to aggressive foreign competitors from Japan, Germany, and the Newly Industrialized Countries (NICs). By not focusing on markets, firms risk losing their businesses to aggressive foreign firms.The book is targeted to business executives, scholars, researchers, policy makers of business and government, foreign firms, and the general public. The book has eight chapters. The first chapter presents the problem of loss of market shares. Chapter two evaluates imports to identify major competitors and what they export to U.S. Chapter three focuses on the SWOT Analysis, which evaluates the strengths, weaknesses, opportunities, and threats of U.S. vs. foreign firms. Chapter four unravels the market share mystique. The following chapters introduce Total Quality Marketing, explain how Total Quality Marketing is currently carried out in some firms and show the integration of quality into marketing through company examples. The last chapter provides a concluding commentary by looking into the future.

Dr. Reddy points out that the key to economic success, particularly for the less developed countries of the world, is technology—but only when properly applied. Despite years of help through technology transfer, however, many LDCs are still improverished. This leads him to conclude that either the wrong technologies were transferred or the right ones were not transfered. His book thus focuses on ways in which LDCs can improve their economic growth through technology transfer, arguing that it is the assimilation of technology into their socioeconomic and cultural structures that is critical to their economic development, not the indiscriminate borrowing from advanced nations. In doing so, Dr. Reddy presents a behavioral model which proves that technology absorption is just as—if not more—important than a simple transfer process. A challenging, research-based discussion for academics in economics, business, sociology, marketing, and management, and for business and government policymakers worldwide.Dr. Reddy introduces the concepts related to technology transfer and discusses the major participants in the worldwide transfer enterprise. He presents barriers and ways to overcome them in technology transferral, explores the ethical dimensions, and then lays out his technology transfer assimilation model. He applies the model to a specific and representative developing country, India, and ends with a discussion of conclusions that can be drawn from it. His three appendixes elaborate on the need for, and methods to, transfer technology to LDCs, provide ways to analyze the costs, and present a model of reciprocal distribution that may benefit both the donor and the recipient country in the transfer process.