search query: @author Yip, G. S. / total: 11
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| Author: | Yip, G. S. |
| Title: | Patterns and determinants of global marketing |
| Journal: | Journal of Marketing Management
1997 : JAN/FEB/APR, VOL. 13:1/3, p. 153-164 |
| Index terms: | GLOBAL MARKETING GLOBALIZATION COMPANIES MARKETING MIX |
| Language: | eng |
| Abstract: | This article discusses the determinants and patterns of global marketing, basing on a contingency framework of industry globalization drivers, company strategy and position, parent company characteristics and organizational factors. Some notable contributions of this study are: the evidence on the actual incidence of global marketing overal and for individual elements of the marketing mix; there are some systematic determinants of this use; there are significant nationality differences in the use of global marketing. |
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