Marketing mix and competitiveness

Competitiveness cannot simply be viewed as a country's ability to export or generate trade surpluses, since these can be brought about at least temporarily by means of artificially lowering the exchange rate and/or compressing domestic expenditures, as has been done in recent years by many DC that have tried to adjust to diminished resource availability. Authors standpoint is that international competitiveness requires creating comparative advantage where it does not exist, and requires action on several levels including an emerging consensus on the importance of macroeconomic policy, role and accountability of the government as well as the imperative of developing and internalizing technology body of knowledge for achieving competitiveness. Particular attention is given to the role and impact of marketing instruments marketing mix.