Divided by a common language: diversity and deception in the world of global marketing
Article Abstract:
The universal language of marketing conceals the diversity of meaning related to the elements of the marketing mix and the fields of advertising and research. As a result of the covertness of diversity brought on by the common language, difficulties usually encountered in global marketing are worsened. Traditional elements of culture may account for these differences although a proposed continuum of consumerization can better explain this diversity. This analysis is based on market maturity and describes an evolving development of the relationship between marketers and consumers.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1996
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International research in a relative world
Article Abstract:
The sluggish growth in Western countries, compared with the tiger economies in Asia, indicates that international corporations are increasingly focusing on Asia, Eastern Europe and Latin America. This significant change in international trade will require reliable information, fresh insights and consistency in international research. New means of communications and increased application of computer technologies can also be expected in the field of international marketing and research.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1996
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Guest editorial
Article Abstract:
The UK's involvement in international research and marketing is waning. It is ironic that professional marketing organizations have lost their momentum for discussion, exchange and development of methods and processes when the UK faces more intense competition from other exporting countries. Younger researchers who are enthusiastic about international research and marketing need support and encouragement from professional organizations.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1996
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