Globalisation and marketing strategy

被引：0

作者：

Baker, MJ

机构：

[1] Department of Marketing, University of Strathclyde, Glasgow

来源：

JOURNAL OF THE TEXTILE INSTITUTE | 1996年 / 87卷

关键词：

D O I：

10.1080/00405009608659114

中图分类号：

TB3 [工程材料学]; TS1 [纺织工业、染整工业];

学科分类号：

0805 ; 080502 ; 0821 ;

摘要：

Since the early 1980s 'globalisation' has been a recurrent theme in textbooks, reports and articles dealing with international competition, Indeed, often without any clear understanding or agreement as to what globalisation involves, the word and its attendants 'global strategy/marketing' have come to be seen as a sine qua non for competitive success. In this paper we seek to define the terms and their implications, trace their origins and development and then examine them in the context of a mature industry - carpet manufacturing.

引用

页码：13 / 23

页数：11