Marketing and globalization: Relevance, trends and future research
According to Beck (2000), the notion of "globalization" refers to an open, multidimensional, and multicultural process.It corresponds to the growing interdependence of national economies, involving consumers, producers, suppliers, and governments of different countries (Knight, 2000).From a marketing point of view, we distinguish "global marketing" from the "globalization of ...
(PDF) Global Marketing: Emerging Market Economies' Challenges
The article ends with significant research findings, marketing implications, and recommendations for global corporations and their marketing managers. Discover the world's research 25+ million members
Global Marketing Strategy: Perspectives and Approaches
A firm is considered to have a global marketing strategy if it is involved in marketing its products and services in most geographic regions and areas in the world, has established a clear strategy as to how these operations are managed in each of these areas, and retains control over how these operations are managed and evaluated (see Global ...
Journal of Global Marketing
The Journal of Global Marketing is a peer-reviewed international journal dedicated to advancing cutting-edge global marketing theories and practices, emphasizing research that addresses marketing strategies and challenges that firms, industries, and public sector agencies encounter worldwide. This truly international journal provides perspectives beyond North America and Western Europe to ...
The overarching role of international marketing: Relevance and
The call for papers for this special issue has been received with much enthusiasm, as demonstrated by the large number of submissions covering a wide range of IM topics. ... S. Samiee, & B. Aykol (Eds.), Advances in global marketing: A research anthology: 3-33. Cham: Springer. Google Scholar Leonidou, L., Samiee, S., Aykol, B., & Talias, M ...
Digital marketing communication in global marketplaces: A review of
We extend related prior conceptual and review papers by providing a more comprehensive review of prior research (published in all leading marketing journals in the last 20 years) and by prioritizing the following relevant research questions within each dyad: 4 What is the primary goal of digital communication (e.g., to inform customers [business or consumers] or persuade them)?
New Empirical and Theoretical Research Perspectives in Global Marketing
Introduction. I am glad to report that the Journal of Global Marketing has experienced a significant growth, nearly 70%, in the number of submissions during 2015-2018 (162 manuscripts processed during 2018 compared to 94 manuscripts in 2015). The acceptance rate has shrunk to about 20% in 2018 from nearly over 40% in 2015. Thus, in the last three years, the journal has grown both in quality ...
The past, present, and future of marketing strategy
Our future research focus is based on one simple premise: going forward, we believe that the distinction between marketing strategy research and research on more tactical implementations (e.g., machine learning, artificial intelligence) will become more blurred in the future. Table 1 Potential future research questions.
Vol. 27, No. 4, December 2019 of Journal of International Marketing on
Journal of International Marketing is an international, peer-reviewed journal that is dedicated to advancing international marketing practice, research, and the...
(PDF) The Influence of Culture on Global Marketing Strategies: A
behavior. The influence of culture on marketing strategies has highly been debated in academic literature in recent years. Articles published in. ten renounced journal s during 1996-2001 revealed ...
Emerging Trends and Innovative Methods in Global Marketing: A Review Paper
approaches. The purpose of this review paper is to provide an in-depth. exploration of the emerg ing trends and innovative methods. in global marketing. By synthesizing ex isting literature ...
International marketing research: A global project management
1. Marketing research goes global. Changes in the global environment are presenting organizations with both new opportunities and challenges. Rapid advances in technology, increasing international trade and investment, growing wealth and affluence across the globe, and a convergence of consumer tastes and preferences are compelling businesses to expand their globalization strategies and ...
New Perspectives in International Marketing Research
Introduction. It is our goal to gain recognition for the Journal of Global Marketing among the top-tier journals and attract the best research papers with a global, cross-cultural, and/or cross-national research in marketing.. Presently, a special issue titled, "Marketing to the poor, disadvantage and marginalized consumers: A global perspective" guest edited by Ramendra Singh and Saravana ...
Digitalization and its impact on contemporary marketing strategies and
Despite particular research conducted on the issues related to digital marketing and marketing analytics, additional attention is needed to study the revolution and potentially disruptive nature of these domains (Petrescu and Krishen 2021, 2022).Considering the substantial impact of digital marketing and marketing analytics in the current competitive and demanding business landscape, the ...
Global Marketing Research Papers
White, L. (2009) Foster's Lager: From Local Beer to Global Icon, Marketing Intelligence and Planning, 27 (2), 177-190. This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager 'I Believe' integrated marketing communications (IMC) campaign launched in 2000 and the ...
(PDF) Global Marketing:
The purpose of this conceptual paper is to examine the globalization process of developing country public sector enterprises and develop a marketing oriented framework for effective ...
Marketing Insights from New Research on Emerging Markets
The second paper by Sara Hamed and Sara El-Deeb investigates effects of cash on delivery system on the growth of e-commerce in an emerging market. The authors propose a conceptual model and then empirically test it. The authors collected data via survey research from a sample of 365 consumers in Egypt. A key result of the research study is that ...
Call for Papers
Despite these emerging challenges and opportunities for international marketing managers, academic research on these areas is limited. Most academic work on supply chain management has focused on domestic context and overlooks how different formal and informal institutions would shape firms' global supply chain strategies (Usui, Kotabe, and Murray 2017).
Marketing Articles, Research, & Case Studies
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS. by Shalene Gupta. Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners. 1.
Content marketing strategy and its impact on customers under the global
The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four ...
Absorbent Paper Market Insights and Forecast 2024-2034
Considering the optimistic scenario, the market is valued at $143.1 billion in 2024 and is expected to grow at a CAGR of 6.35% to reach $265.0 billion by 2034. Despite these positive drivers, the ...
COMMENTS
According to Beck (2000), the notion of "globalization" refers to an open, multidimensional, and multicultural process.It corresponds to the growing interdependence of national economies, involving consumers, producers, suppliers, and governments of different countries (Knight, 2000).From a marketing point of view, we distinguish "global marketing" from the "globalization of ...
The article ends with significant research findings, marketing implications, and recommendations for global corporations and their marketing managers. Discover the world's research 25+ million members
A firm is considered to have a global marketing strategy if it is involved in marketing its products and services in most geographic regions and areas in the world, has established a clear strategy as to how these operations are managed in each of these areas, and retains control over how these operations are managed and evaluated (see Global ...
The Journal of Global Marketing is a peer-reviewed international journal dedicated to advancing cutting-edge global marketing theories and practices, emphasizing research that addresses marketing strategies and challenges that firms, industries, and public sector agencies encounter worldwide. This truly international journal provides perspectives beyond North America and Western Europe to ...
The call for papers for this special issue has been received with much enthusiasm, as demonstrated by the large number of submissions covering a wide range of IM topics. ... S. Samiee, & B. Aykol (Eds.), Advances in global marketing: A research anthology: 3-33. Cham: Springer. Google Scholar Leonidou, L., Samiee, S., Aykol, B., & Talias, M ...
We extend related prior conceptual and review papers by providing a more comprehensive review of prior research (published in all leading marketing journals in the last 20 years) and by prioritizing the following relevant research questions within each dyad: 4 What is the primary goal of digital communication (e.g., to inform customers [business or consumers] or persuade them)?
Introduction. I am glad to report that the Journal of Global Marketing has experienced a significant growth, nearly 70%, in the number of submissions during 2015-2018 (162 manuscripts processed during 2018 compared to 94 manuscripts in 2015). The acceptance rate has shrunk to about 20% in 2018 from nearly over 40% in 2015. Thus, in the last three years, the journal has grown both in quality ...
Our future research focus is based on one simple premise: going forward, we believe that the distinction between marketing strategy research and research on more tactical implementations (e.g., machine learning, artificial intelligence) will become more blurred in the future. Table 1 Potential future research questions.
Journal of International Marketing is an international, peer-reviewed journal that is dedicated to advancing international marketing practice, research, and the...
behavior. The influence of culture on marketing strategies has highly been debated in academic literature in recent years. Articles published in. ten renounced journal s during 1996-2001 revealed ...
approaches. The purpose of this review paper is to provide an in-depth. exploration of the emerg ing trends and innovative methods. in global marketing. By synthesizing ex isting literature ...
1. Marketing research goes global. Changes in the global environment are presenting organizations with both new opportunities and challenges. Rapid advances in technology, increasing international trade and investment, growing wealth and affluence across the globe, and a convergence of consumer tastes and preferences are compelling businesses to expand their globalization strategies and ...
Introduction. It is our goal to gain recognition for the Journal of Global Marketing among the top-tier journals and attract the best research papers with a global, cross-cultural, and/or cross-national research in marketing.. Presently, a special issue titled, "Marketing to the poor, disadvantage and marginalized consumers: A global perspective" guest edited by Ramendra Singh and Saravana ...
Despite particular research conducted on the issues related to digital marketing and marketing analytics, additional attention is needed to study the revolution and potentially disruptive nature of these domains (Petrescu and Krishen 2021, 2022).Considering the substantial impact of digital marketing and marketing analytics in the current competitive and demanding business landscape, the ...
White, L. (2009) Foster's Lager: From Local Beer to Global Icon, Marketing Intelligence and Planning, 27 (2), 177-190. This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager 'I Believe' integrated marketing communications (IMC) campaign launched in 2000 and the ...
The purpose of this conceptual paper is to examine the globalization process of developing country public sector enterprises and develop a marketing oriented framework for effective ...
The second paper by Sara Hamed and Sara El-Deeb investigates effects of cash on delivery system on the growth of e-commerce in an emerging market. The authors propose a conceptual model and then empirically test it. The authors collected data via survey research from a sample of 365 consumers in Egypt. A key result of the research study is that ...
Despite these emerging challenges and opportunities for international marketing managers, academic research on these areas is limited. Most academic work on supply chain management has focused on domestic context and overlooks how different formal and informal institutions would shape firms' global supply chain strategies (Usui, Kotabe, and Murray 2017).
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS. by Shalene Gupta. Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners. 1.
The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four ...
Considering the optimistic scenario, the market is valued at $143.1 billion in 2024 and is expected to grow at a CAGR of 6.35% to reach $265.0 billion by 2034. Despite these positive drivers, the ...