Multiple diffusion and multicultural aggregate social systems
Article Abstract:
The effectivity of any marketing campaign can be enhanced by studying the market in terms of the subcultures within the market and analyzing the consumption behavior of these subcultures. This leads to a better segregation of marketing techniques, since this enables each market to be treated according to its own maturity in the marketing strategy. A study of subculture is better suited as a basis of global marketing strategies since subcultures are reflections of cultures in the global market.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1997
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Global corporate visual identity systems: standardization, control and benefits
Article Abstract:
A relationship exists between the degree of control of corporate visual identity system (CVIS) decisions in headquarters and the degree of CVIS standardization. A sample of British multinational companies with Malaysian subsidiaries revealed that an increase in the degree of control of the CVIS creates a corresponding increase in the degree of standardization. Centralization of the CVIS decisions was found to be associated with high CVIS standardization strategy.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1998
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Dynamic market definition: an international marketing perspective
Article Abstract:
Framework for global market entry is developed through a new approach to market definition in terms of its mass media availability and economic development.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 2003
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