Marketing globalization: A didactic examination for corporate strategy
作者:
Richard Alan Kustin,
期刊:
The International Executive
(WILEY Available online 1994)
卷期:
Volume 36,
issue 1
页码: 79-93
ISSN:0020-6652
年代: 1994
DOI:10.1002/tie.5060360106
出版商: Wiley Subscription Services, Inc., A Wiley Company
数据来源: WILEY
摘要:
AbstractRecent empirical research suggests an appended explanation of globalization is necessary. Significant global studies have indicated that converging global homogeneous markets have not arrived, thereby concluding globalization of markets should be reexamined. A didactic examination posits globalization as marketing globalization. Two areas of opportunity for marketing globalization strategy are a modified marketing strategy in diverse global markets and a standardized marketing strategy in homogeneous global markets. © 1995 John Wiley&Sons, Inc
点击下载:
PDF
(953KB)
返 回