search query: @indexterm GLOBAL MARKETING / total: 132
reference: 14 / 132
| Author: | Lazer, W. Shaw, E. H. |
| Title: | Global marketing management: at the dawn of the new millennium |
| Journal: | Journal of international marketing
2000 : VOL. 8:1, p. 65-77 |
| Index terms: | International marketing Economic conditions Global marketing |
| Language: | eng |
| Abstract: | This article is designed as a "think piece" to chart recent macromarketing development and the impact they will continue to have on marketing management operations at the dawn of the new millenium. It has four main objectives: first, to review the important external forces influencing global marketing management now and in the future; second, to consider the implications for global marketing operations; third, to discuss the evolving new global marketing management mindset; and fourth, to contemplate the likely changes in managerial decision orientations. |
SCIMA