This article describes how the tourism industry is one of the cornerstones of an economy when utilized effectively. Moreover, since the tourism destinations in a country cannot be moved to the visitors, tourists are promoted to visit these places. Therefore, in order to entice the tourists to...

Purpose – The purpose of this paper is to build a theoretical framework that identifies the important skills for successful export from different business areas and make an empirical ranking of their importance. Design/methodology/approach – A survey containing 88 practical export skills,...

Asserts that businesses in dominant economies tend not to market internationally but just export what sells in the domestic market. Provides examples of poor international marketing practices that have resulted from ethnocentrism. Suggests that the current strong economies cannot be complacent,...

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying...

Cause‐related marketing is expanding worldwide, but few countries appear to have research data about consumer opinions regarding the subject. Consumer research can help companies identify where and how they should position their product or service in a global market. Consumer research can also...

Purpose – The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets. Design/methodology/approach – A principal component analysis was conducted to determine the major macro‐ as well as...

Purpose – In light of the desire to bring about an increase in the global distribution of lifesaving drugs at affordable prices, the purpose of this paper is to focus on the global marketing of lifesaving drugs related to the current pandemic of HIV/AIDS. Design/methodology/approach – An...

Purpose – Sets out to report on lessons learned by carrying out a concept test in Thailand. Where appropriate, aims to compare the adopted approach with the “regular” way by which the reported company assesses the potentials of new products. Based on these reflections, the authors seek to...

Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas...

Purpose – The purpose of this paper is to explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing practices. Design/methodology/approach – The approach taken is an integrative analysis of existing literature...