Marketing, as a discipline, has played an important role in the development of industrialized nations. Until recently, however, its potential as a source of development in the Third World has been largely ignored (Kotler 1982; Dholakia 1984; Wood and Vittell 1986). This article is a review of the current and not so current literature on the thoughts of those rare developmental economists and marketers who have considered this potential role for marketing A simple model is presented as a guide to sorting out the various viewpoints on this topic. The potential role of marketing in development is then discussed, leading to the conclusion that it could play an active and simulative role in the development process, but it should be used with care. Areas for future research are also highlighted.
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