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

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The antecedents and consequences of integrated global marketing

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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.

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The role of national culture in international marketing research

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The influence of nationality on international marketing research is discussed.

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