Emerging marketing strategies in a changing macroeconomic environment: a commentary

Article Abstract:

Four macroeconomic forces affect marketing both in the national and international setting. These are regionalization, technological innovations, an ideology-free world and the globalization of the economy. Ten marketing responses are proposed, namely: borderless marketing, relationship marketing, policy shaping as the fifth 'P,' mass customization, anticipatory innovation, customer-focused quality, trickle-up marketing, value-based marketing, coverage marketing and networked marketing

Business services, not elsewhere classified, Research, Methods, Marketing, Macroeconomics

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The antecedents and consequences of integrated global marketing

Article Abstract:

Integrated global marketing has gone from an international marketing focus on transnational differences to a focus on transnational similarities to provide an integrated marketing approach.

Marketing Management NEC, International aspects, Marketing management, Integrated marketing communications

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The role of national culture in international marketing research

Article Abstract:

The influence of nationality on international marketing research is discussed.

Market Research, Statistical Data Included, Models, Demographic aspects, Marketing research, Cultural relativism

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