search query: @indexterm GLOBAL MARKETING / total: 132
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| Author: | Goodyear, M. |
| Title: | Divided by a common language: diversity and deception in the world of global marketing |
| Journal: | Journal of the Market Research Society
1996 : APR, VOL. 38:2, p. 105-122 |
| Index terms: | GLOBAL MARKETING BRANDS MARKETING MIX |
| Language: | eng |
| Abstract: | It is argued that the common language of marketing hides the diversity of meaning associated with elements of the marketing mix, as well as the disciplines of advertising and research. Although some traditional aspects of culture may explain why these differences exist, another more dynamic factor seems to be at work. It is suggested that analysis based on market maturity may help to explain some of the problems encountered across national and sector boundaries. A continuum of consumerism is proposed, an evolving development of the dialogue between marketers and consumers. It is a market's position along the continuum which determines how marketing terms will be interpreted. |
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