Localised Marketing Strategies and the Bible of International Business

Abstract

Marketing should draw lessons from the world‐wide success of Christianity, which is seen as an international marketing achievement based on local knowledge and adjustment to domestic target markets. The relevance of Paul's localised approach to international marketing strategy is highlighted by an examination of the factors which led to his success in this field. Applying contemporary business concepts to the rival launches of Mithraism and Christianity shows the deficiencies of both globalisation and the attempt to appeal to a circumscribed target market.

Citation

(1987), "Localised Marketing Strategies and the Bible of International Business", European Journal of Marketing, Vol. 21 No. 1, pp. 26-36. https://doi.org/10.1108/EUM0000000004676