Open AccessThink Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?
Author(s) -
Isabelle Schuiling
Publication year - 2001
Publication title -
symphonya emerging issues in management
Language(s) - English
Resource type - Journals
eISSN - 1593-0319
pISSN - 1593-0300
DOI - 10.4468/2001.1.08schuiling
Subject(s) - coca cola , globalization , global marketing , marketing , business , cola (plant) , marketing strategy , advertising , economics , market economy , botany , biology
In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach
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