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Beyond Global Marketing and the Globalization of Marketing Activities
School of Management and Economics, Växjö University, Växjö, Sweden.
2002 (English)In: Management Decision, ISSN 0025-1747, E-ISSN 1758-6070, Vol. 40, no 6, p. 574-583Article in journal (Refereed) Published
Abstract [en]

The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a managerial context is hardly applicable. Global marketing and the globalization of marketing activities have become a cliché among marketing scholars and marketing practitioners. Also introduced and discussed is the concept “glocal marketing” to fill the gap or vacuum between the theoretical concept of global marketing and the empirical phenomenon of the globalization of marketing activities applied both by marketing scholars and by marketing practitioners.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2002. Vol. 40, no 6, p. 574-583
Keywords [en]
Marketing, Globalization
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26804DOI: 10.1108/00251740210433963OAI: oai:DiVA.org:hh-26804DiVA, id: diva2:755755
Available from: 2014-10-15 Created: 2014-10-15 Last updated: 2018-03-22Bibliographically approved

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Svensson, Göran

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