haku: @journal_id 500 / yhteensä: 452
viite: 266 / 452
| Tekijä: | Maruyama, M. |
| Otsikko: | International meta-marketing: strategic judo, foreign user habits and interactive invention |
| Lehti: | Human Systems Management
1990 : VOL. 9:1, p. 29-42 |
| Asiasana: | MARKETING INTERNATIONAL MARKETING MARKETING THEORY INTERNATIONAL TRADE MARKET RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | For small industrialized countries such as Sweden and Switzerland, the main markets of their industrial products are outside their borders. In order to compete with foreign firms in culturally diverse markets, the firms of these countries must go far beyond the usual concept of marketing and develop meta-marketing, which includes strategic judo, product adaptation to foreign user habits, and interactive invention. Strategic judo to make positive use of obstacles is indispensable. Some sophisticated methods emerging in market research are mentioned. It is shown how foreign markets can be understood in their cultural and social context. The concept of interactive invention is explained. Characteristics of mindscape types are described. |
SCIMA