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| Author: | Crosby, L.A. Johnson, S.L. |
| Title: | The globalization of relationship marketing |
| Journal: | Marketing Management
2002 : MAR-APR, VOL. 11:2, 10-11 |
| Index terms: | Relationship marketing Markets Strategy Globalization Standards Economies of scale USA |
| Language: | eng |
| Abstract: | Global customer relationships depend on the right strategic mix. A key issue when developing global strategy is how much the strategy, particularly the marketing strategy, will be standardized across countries. The prime motivation for standardization is economics. The more standardization, the greater the potential for scale economics. The promise of a single global product that shares R&D, manufacturing, common name, position, package, and advertising drives a vision of the ultimate global strategy. |
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