THE MYTH OF GLOBALIZATION

1 February 1986

journal article
Published by Emerald Publishing in Journal of Consumer Marketing

Vol. 3 (2) , 23-26
https://doi.org/10.1108/eb008160

Abstract

Global 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, suggesting that it might be a perfect strategy for some products, some companies, and some situations, but totally inappropriate for others.

Keywords

INAPPROPRIATE
LIKENED
GLOBALIZATION GLOBAL MARKETING
MYTH OF GLOBALIZATION
PERFECT STRATEGY

This publication has 0 references indexed in Scilit: