Global marketers must be sensitive to local values
Article Abstract:
McCann-Erickson/Australia and Advertising Diagnostics International conducted a study on executives' attitudes and motivations which affect purchasing decisions. Executives of different nationalities showed major differences in their values and attitudes, and these findings serve as a guide to effective trade advertising. Moreover, media selection was found to strongly affect advertising's effectiveness. Marketers should consider local values and be more practical, since executives are more informed, aggressive, competitive and put more weight on results and costs in their purchasing decisions.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Potent online tools offer aid, challenge
Article Abstract:
The impact of Sun Microsystems' HotJava programming language has been largely concentrated on the software industry because it threatens Microsoft's market dominance. However, the new programming language holds vast potentials in the online business-to-business marketing segment. Programmers can use HotJava to tailor-fit special applications on existing communications systems such as the World Wide Web. Such applications can help sales and marketing personnel present their packages in a simple but highly-interactive manner.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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Web change unprecedented
Article Abstract:
Autodesk Data Publishing Group first entered the electronic business-to-business advertising market by introducing its PartSpec CD-ROM. The success of its PartSpec CD-ROM product encouraged Autodesk Data Publishing to introduce an online version of PartSpec within the World Wide Web. Although initially designed to take away market share from magazines, the online PartSpec service was able to create its own niche market.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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