Journal of Consumer Marketing: Volume 3 Issue 2

Subject:

Table of contents

WORLD MARKETING: GOING GLOBAL OR ACTING LOCAL? FIVE EXPERT VIEWPOINTS

Francoise Simon‐Miller

Theodore Levitt's 1983 article on the globalization of markets has left in its wake a pitched battle between advertising agency converts and opponents, and a reassessment of many…

1045

GLOBAL MARKETS OR GLOBAL COMPETITION?

Jagdish Sheth

The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I…

1151

GLOBAL STANDARDIZATION—COURTING DANGER

Philip Kotler

In his piece on the “globalization of markets,” Ted Levitt creates yet another challenge to our thinking. Whereas in his past writings he advocated knowing diverse customer needs…

4097

THE STRATEGIC ROLE OF INTERNATIONAL MARKETING

Michael E. Porter

Given the opposing views expressed on this topic, I would like to summarize my position in two main points and then attempt to illustrate them.

2154

THE MYTH OF GLOBALIZATION

Yoram Wind

Global marketing might be likened to prescriptions that apply to all situations. There is, however, a broad framework within which one can examine the issue of standardization…

2507

ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH‐LEVEL EXECUTIVES

Gene R. Laczniak, Robert F. Lusch

A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and…

BIG IDEAS IN SERVICES MARKETING

Leonard Berry

The pivotal difference between goods businesses and services businesses is that goods businesses sell things and service businesses sell performances. These performances are often…

1620

THE “S‐CURVE”: AN AID TO STRATEGIC MARKETING

J.A.F. Nicholls

Both the Product Life Cycle (PLC) and a new version, the Product Evolutionary Cycle (PEC), are more than just descriptive marketing tools based on historical sales data. Rather…

CANNIBALISM IN MULTIBRAND FIRMS

Mark B. Traylor

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after…

CLUSTER MARKETING: AN ALTERNATIVE APPROACH TO MARKETING PLANNING AND IMPLEMENTATION

Richard D. Czerniawski

Many marketers are missing an efficient means to grow their businesses and gain a competitive advantage by blindly implementing broadscale strategies and ignoring geographical…

Cover of Journal of Consumer Marketing

ISSN:

0736-3761

Online date, start – end:

1984

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editors:

  • Neel Das
  • Mujde Yuksel