Global Marketing Communications and Strategic Regionalism
نام عام مواد
[Article]
نام نخستين پديدآور
/ Rowan Wilken
نام ساير پديدآوران
, John Sinclair
يادداشت کلی
متن يادداشت
7731-1474
یادداشتهای مربوط به خلاصه یا چکیده
متن يادداشت
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.
مجموعه
تاريخ نشر
, (February 2011)
توصيف ظاهري
: P. 1-15
عنوان
Globalizations
شماره جلد
, 8/1
موضوع (اسم عام یاعبارت اسمی عام)
موضوع مستند نشده
advertising
موضوع مستند نشده
marketing communications
موضوع مستند نشده
globalization
موضوع مستند نشده
standardization
موضوع مستند نشده
localization
موضوع مستند نشده
adaptation
موضوع مستند نشده
regionalization
موضوع مستند نشده
glocalization
موضوع مستند نشده
region
موضوع مستند نشده
strategic regionalism
موضوع مستند نشده
McDonald’s
موضوع مستند نشده
Coca-Cola
موضوع مستند نشده
Colgate-Palmolive
نام شخص به منزله سر شناسه - (مسئولیت معنوی درجه اول )