Organisational Dimensions of Global Marketing
Abstract
A comprehensive concept of global marketing is developed and global marketing philosophy is outlined. Global marketing is far more than standardising communication activities. On the one hand, the globalising philosophy has an influence on the marketing mix as a whole; on the other, global marketing can also be executed as far as internal processes are concerned. To realise these standardisation activities, special organisational forms are necessary. Various organisational possibilities allowing incorporation of global marketing are described here.
Keywords
Citation
Raffée, H. and Kreutzer, R.T. (1989), "Organisational Dimensions of Global Marketing", European Journal of Marketing, Vol. 23 No. 5, pp. 43-57. https://doi.org/10.1108/EUM0000000000569
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited