National Culture and the Marketing ConceptJan 01, 2000
Most U.S. multinationals embrace the idea of staying close to customers, but what about their subsidiaries in France, Hong Kong, or Peru? This study investigates the impact of cultural values on the marketing concept.
Coordinating Activities WorldwideJan 01, 2000
Who is using global account management? How is it affecting performance? This study takes a close look at a new frontier in relationship marketing.
What Customers Want OnlineJan 01, 2000
To build business on the Internet, a company needs to understand how a website visit measures up in consumers’ minds. In this focus group study, researchers identify criteria e-shoppers use to evaluate service quality.
Customerization: Marketing Driven by the CustomerJan 01, 2000
In the new e-world of commerce, many companies are shifting the controls in marketing from the seller to the buyer. Here, scholars examine the benefits and challenges of a new business paradigm.
Understanding Product-Country ImageJan 01, 2000
German engineering, Swedish design, Japanese technology: this study examines the product marketing value of country image.