Globalisation versus differentiation as international marketing strategies∗

1 January 1985

journal article
research article
Published by Taylor & Francis in Journal of Marketing Management

Vol. 1 (1-2) , 145-155
https://doi.org/10.1080/0267257x.1985.9963982

Abstract

This paper examines the arguments in favour of following a global marketing strategy by comparison with the more usual differentiated approach. It is concluded that a global strategy is essentially unsophisticated and may be inappropriate as technology and the world economy mature.

Keywords

GLOBALISATION
MARKETING STRATEGIES
INTERNATIONAL MARKETING
KEYNOTE ADDRESS
INAUGURAL MEETING
ASIA

This publication has 2 references indexed in Scilit:

The Opportunity for World Brands
International Journal of Advertising, 1984
Macmillan Dictionary of Marketing and Advertising
Published by Springer Nature ,1984