عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
OTHER STANDARD IDENTIFIER
Standard Number
10.1080/14747731.2011.544189
NATIONAL BIBLIOGRAPHY NUMBER
Country Code
IR
Number
A369
LANGUAGE OF THE ITEM
.Language of Text, Soundtrack etc
انگلیسی
COUNTRY OF PUBLICATION OR PRODUCTlON
Country of publication
IR
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Global Marketing Communications and Strategic Regionalism
General Material Designation
[Article]
First Statement of Responsibility
/ Rowan Wilken
Subsequent Statement of Responsibility
, John Sinclair
GENERAL NOTES
Text of Note
7731-1474
SUMMARY OR ABSTRACT
Text of Note
This article examines how ideas of global standardization, localization, and regionalization are played out in relation to global marketing. Its aim is to deepen present understanding of global marketing communications and corporate strategy through case studies examining corporate responses to the issues of global standardization, localization, and regionalization. To do this, a research project was developed: an exploratory analysis of the advertising trade-press literature over a ten year period (1997–2007) mapping how three major multinational corporations (MNCs)—Coca-Cola, McDonald’s, and Colgate-Palmolive— engage with marketing from the global, to the local, and the regional. From this exploratory analysis, two key developments emerge. The first is that, despite individual variations in each corporation’s response to global marketing, in broad terms the dominant global marketing approach is one of ‘glocalization’. The second key development and key argument of this paper is that, while the reemergence of ‘regionalization’ in analyses of global marketing and corporate strategy is becoming more prevalent, the term as presently understood requires significant conceptual revision. Thus we propose and develop the concept of ‘strategic regionalism’ as a valuable umbrella term for capturing some of the nuances of regionalization as it pertains to and is practiced within global marketing communications and corporate strategy.
SET
Date of Publication
, (February 2011)
Physical description
: P. 1-15
Title
Globalizations
Volume Number
, 8/1
TOPICAL NAME USED AS SUBJECT
advertising
marketing communications
globalization
standardization
localization
adaptation
regionalization
glocalization
region
strategic regionalism
McDonald’s
Coca-Cola
Colgate-Palmolive
PERSONAL NAME - PRIMARY RESPONSIBILITY
Wilken, Rowan
PERSONAL NAME - SECONDARY RESPONSIBILITY
Sinclair, John
ORIGINATING SOURCE
Country
ایران
Agency
مرکز ملی جهانی شدن
Date of Transaction
20140927
ELECTRONIC LOCATION AND ACCESS
Date and Hour of Consultation and Access
A369.pdf
old catalog
p
AL
249952
1
a
Y
