Abstract
Considers the current thrust in marketing to create global products, brands and strategies but also to "act local" when appropriate. Deciding which elements have similar effects and which ave significantly different conceptually requires meta-analysis of each of the elements Reviews sa,ne applications of marketing meta-analysis with a focus on international research.;The potential international impact of meta-analysis in view of current trends in information technology and the globalization of marketing is promising, especially when the focus Is on I:variables such as culture, geography, and economic condition rather than country per se.
Original language | English |
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Pages (from-to) | 70-79 |
Journal | International Marketing Review |
Volume | 18 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2001 |
Corresponding author email
john.u.farley@tuck.dartmouth.eduKeywords
- ADVERTISING WORKS
- IMPACT
- METAANALYSIS
- MODELS
- PERFORMANCE
- SALES
- globalization
- international marketing
- national cultures
Indexed by
- Scopus
- SSCI