haku: @author Pache, G. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Pache, G. Cottet, P. Vibert, F. |
| Otsikko: | Marketing global et logique de volatilite: l'arbitrage logistique = Logistics as a means to achieve compatibility between global marketing and the logic of volatility |
| Lehti: | Revue Francaise du Marketing
1992 : /1 NO. 136, p.29-39 |
| Asiasana: | MARKETING INTERNATIONAL MARKETING LOGISTICS INDIVIDUAL BEHAVIOUR CONSUMER BEHAVIOUR UNCERTAINTY |
| Kieli: | fre |
| Tiivistelmä: | The most important characteristics of global marketing are briefly reviewed. A number of independent exogenous and endogenous variables are identified. The volatile nature of consumers' behaviour as an important sort of obstacles to the development of globalization is examined. Three dimensions of volatility are discussed: the lack of brand loyalty; the pluralization of consumption; instantenously made decisions of consumers. It is shown that logistics can be an effective means to achieve compatibility between the requirements of the development of globalization and the spontaneous effects of volatility, assuming that there is an optimum degree of differentiation in the system of logistics. |
SCIMA