Table of contents
WORLD MARKETING: GOING GLOBAL OR ACTING LOCAL? FIVE EXPERT VIEWPOINTS
Francoise Simon‐MillerTheodore Levitt's 1983 article on the globalization of markets has left in its wake a pitched battle between advertising agency converts and opponents, and a reassessment of many…
GLOBAL MARKETS OR GLOBAL COMPETITION?
Jagdish ShethThe recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I…
GLOBAL STANDARDIZATION—COURTING DANGER
Philip KotlerIn his piece on the “globalization of markets,” Ted Levitt creates yet another challenge to our thinking. Whereas in his past writings he advocated knowing diverse customer needs…
THE STRATEGIC ROLE OF INTERNATIONAL MARKETING
Michael E. PorterGiven the opposing views expressed on this topic, I would like to summarize my position in two main points and then attempt to illustrate them.
THE MYTH OF GLOBALIZATION
Yoram WindGlobal marketing might be likened to prescriptions that apply to all situations. There is, however, a broad framework within which one can examine the issue of standardization…
ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH‐LEVEL EXECUTIVES
Gene R. Laczniak, Robert F. LuschA survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and…
BIG IDEAS IN SERVICES MARKETING
Leonard BerryThe pivotal difference between goods businesses and services businesses is that goods businesses sell things and service businesses sell performances. These performances are often…
THE “S‐CURVE”: AN AID TO STRATEGIC MARKETING
J.A.F. NichollsBoth the Product Life Cycle (PLC) and a new version, the Product Evolutionary Cycle (PEC), are more than just descriptive marketing tools based on historical sales data. Rather…
CANNIBALISM IN MULTIBRAND FIRMS
Mark B. TraylorAlthough cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after…
CLUSTER MARKETING: AN ALTERNATIVE APPROACH TO MARKETING PLANNING AND IMPLEMENTATION
Richard D. CzerniawskiMany marketers are missing an efficient means to grow their businesses and gain a competitive advantage by blindly implementing broadscale strategies and ignoring geographical…
ISSN:
0736-3761e-ISSN:
2052-1200ISSN-L:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel