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References (1)
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-1335
- DOI
- 10.1108/02651339210009289
- Publisher site
- See Article on Publisher Site
Abstract
Speculates on the implications for marketing strategies of theforces at work in the macroeconomic environment. Aggregates these intofour regional integration, technology advances, an ideologyfree world,and the borderless economy. Proposes ten emerging marketing strategiesas the best response borderless marketing, relationship marketing,policyshaping as a fifth P, mass customization,anticipatory innovation, customerfocused quality, trickleup marketing,valuebased marketing, coverage marketing and networked marketing.
Journal
International Marketing Review – Emerald Publishing
Published: Jan 1, 1992