How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2021-06-08 DOI:10.1080/08911762.2021.1890866

M. Viswanathan, Arun Sreekumar

引用次数: 1

Abstract

Abstract Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.

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全球营销如何更全球化，更营销:从生存市场的自下而上视角

我们的生存市场之旅在范围上是全球性的，并且在微观层面上以自下而上的方式理解消费者、社区和更大的背景，与营销产生共鸣。这个空间为我们提供了一个机会，让我们讨论从全球营销之旅中获得的更广泛的经验教训。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.