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## BACKGROUND A number of years ago, a very senior marketing professor who had served on many editorial review boards was speaking at a marketing educators' conference. He quipped, "Someday, I would like to write a paper entitled 'Doing Marketing in \_\_\_\_\_\_\_\_.''' Identifying different marketing practices in other countries to learn how those countries compared to a home country was a new and popular approach at the time. However, it may be too limited to capture the nuances of marketing in today's interconnected global environment. The second half of the twentieth century gave rise to global thinking in a more complex interconnected world. From America's post-war prosperity to the resurrection of the European economy through the Marshall Plan; from the emergence of multinational companies to the rise of Japan Inc. and other Asian Tigers; and from the growth of regional trading blocs from the North American Free Trade Agreement to the European Union, all indicators were that the world -along with consumer tastes -was converging (Levitt, 1983). As the industrial twentieth century gave birth to the information-driven twenty-first century, the Soviet Union collapsed, and the end

Author

Brodowsky, Glen; Schuster, Camille

Publisher

Edward Elgar Publishing Limited

Published

2020

Language

EN

ISBN

9781788978538