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Marketing for the local market - what does it mean in practice?
01.12.1999
Many of the principles of marketing derived in developed economies are inappropriate for MSEs in a developing countries who want to know, in practical terms, how to sell more at better prices and make more money. For example, market research is not so important as customer research: understanding your existing customers and building on this base. This article makes many practical suggestions for use in marketing training programmes, and emphasizes the overall principle: MSEs should learn to see things the way their customers see them.