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Marketing supplementary food products in LDCs: A case study in Morocco |
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| Authors: | S.Tamer Cavusgil Lyn S. Amine Edward Vitale |
| Affiliation: | 1. DrS. Tamer Cavusgil is Associate Professor of Marketing at the College of Business and Economics, University of Wisconsin-Whitewater, 800 West Main Street, Whitewater, WI 53190-1797, USA;2. Dr Lyn S. Amine is Assistant Professor of Marketing at the College of Business and Economics, University of Wisconsin-Whitewater, 800 West Main Street, Whitewater, WI 53190-1797, USA;3. Dr Edward Vitale is Professor of Marketing at the College of Business and Economics, University of Wisconsin-Whitewater, 800 West Main Street, Whitewater, WI 53190-1797, USA |
| Abstract: | Developing country governments as well as a number of international agencies have become directly involved in the past two decades in the production and marketing of supplementary food products. This article discusses the Moroccan government's involvement in introducing a weaning food targeted for elaborates on the factors which contributed contributedm to the failure of this and other similar ventures, while drawing attention to the important low-income Moroccan children. It role that marketing plays in launching socially desirable food products in developing country environments. |
| Keywords: | Supplementary foods Marketing Developing countries |
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