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• W2182132503 abstract "In examining the issues relating to global marketing strategy, scholars have primarily focused on marketing opportunities in the developed world. Recently, rapid rates of growth in emerging market countries have resulted in a growing interest in the market potential of these countries. Developing a global marketing strategy to target these diverse types of markets suggests the need to develop divergent strategies for different types of markets rather than focusing on integrating strategies across markets. To date, however, little is known about how to achieve this effectively. This paper briefly reviews past approaches to these issues and then indicates critical topics for future research." @default.
• W2182132503 created "2016-06-24" @default.
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• W2182132503 date "2010-09-04" @default.
• W2182132503 modified "2023-09-23" @default.
• W2182132503 title "Global marketing strategy: past, present, and future" @default.
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• W2182132503 doi "https://doi.org/10.1108/s1571-5027(2010)00000230024" @default.
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