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.

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