ABSTRACT
The Philippines, an Asian nation with strong connections to the West, was established through colonialism, first by Spain and then by the United States. The Philippines is emerging from a period of political and economic unrest to join the ranks of fast-growing, developing nations. The journey, however, is not yet complete, and although the most recent signs are very promising, the nation still faces many political and economic problems. In this chapter, an attempt is made to provide a brief historical introduction to the marketing, consumer, and economic environments of this evolving nation that has the potential to provide a positive model of successful economic development by a democratic Asian nation.
