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- Title
Seeking (Marketing) Virtue in Globalisation.
- Authors
McAuley, Andrew
- Abstract
The processes of globalisation have been active for longer than popular consciousness appears to acknowledge. Definitions of globalisation range from the narrow economic to the broad social. From the marketing perspective the social approach is preferred, as it reflects the impact of globalisation on the consumer by considering the drivers of, and barriers to, globalisation. These drivers and barriers are discussed, before linking global marketing and globalisation. The brand helps to define this relationship and, not surprisingly, it is the brand which is the focus for much of the violent protest against globalisation. In these protests marketing can be viewed as less than virtuous, but there can be another side to this perception. It is suggested that the consumer has the potential to influence the development of globalisation in the 21st century. If this happens then marketing could look very virtuous indeed.
- Subjects
GLOBALIZATION; INTERNATIONAL trade; MARKETING; BUSINESS names; TWENTY-first century
- Publication
Marketing Review, 2004, Vol 4, Issue 3, p253
- ISSN
1469-347X
- Publication type
Article
- DOI
10.1362/1469347042223382