Article navigation
Volume 3, Issue 2
1 February 1986
Journal of Consumer Marketing Cover Image for Volume 3, Issue 2
Review Article| February 01 1986

THE STRATEGIC ROLE OF INTERNATIONAL MARKETING

Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1986
Journal of Consumer Marketing (1986) 3 (2): 17–21.
https://doi.org/10.1108/eb008159

Given the opposing views expressed on this topic, I would like to summarize my position in two main points and then attempt to illustrate them.

This content is only available via PDF.
© MCB UP Limited
1986
You do not currently have access to this content.
Don't already have an account? Register

Purchased this content as a guest? Enter your email address to restore access.

Pay-Per-View Access
$39.00
Rental
This article is also available for rental through DeepDyve. Read this now at DeepDyve
1,256 Views
57 Crossref

New and popular articles

Endorsement modes in social media advertising and the role of consumer involvement
Perceived VUCA exposure and impulse buying: dual emotional pathways as mediators
Watch now or never: fear of a better option (FoBO), maximizing tendencies, and decision-making on video streaming services
Agentic AI-enabled influencers and psychological persuasion: agenticity shaping emotional engagement and well-being

Suggested Reading

OPPO
Teaching Notes (February,2024)
OPPO
Management School Fudan University (February,2024)
Managing business during global economic crisis: the case of Global Gadget Limited, Bangladesh
Teaching Notes (July,2024)
Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand
Journal of Economic and Administrative Sciences (May,2022)
Managing business during global economic crisis: the case of Global Gadget Limited, Bangladesh
Emerald Emerging Markets Case Studies (July,2024)

Related Chapters

Managing Internal Tensions in Strategic Alliances
Management Dynamics in Strategic Alliances
The Value Creation Perspective of International Strategic Management
Value Creation in Multinational Enterprise
The Imbrication of Internal and External Coopetition in Strategic Alliances
Managing Interpartner Cooperation in Strategic Alliances

Recommended for you

These recommendations are informed by your reading behaviors and indicated interests.

Cited By

Google Scholar
CrossRef (57)
This Feature Is Available To Subscribers Only

or Create an Account

Close subscription notice
Close access options