Marketing by the Individual

In Chapter 1 it was noted that there are relatively few indigenous marketers in developing countries if a ‘marketer’ is defined as someone who understands and applies marketing in order to create, build and maintain beneficial relationships with target markets. Conditions such as a sellers’ market, poor distribution, constraining cultural factors, lack of marketing expertise and finance tend to encourage limited horizons. Yet there is a need for such people to become more creative at national and international levels, and governments are giving increasing emphasis to stimulating the private sector generally.