Every year basically sound products and services falter in the marketplace because of maturity, stiffer competition, or environmental changes. Although market declines and even product withdrawals are expected and even accepted, they are still destructive to the well‐being of a company, its...

The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.

A number of fundamental, and mostly irreversible, demographic and technological changes are taking place right in front of our eyes. Unfortunately, many marketing practitioners don't see them, even though they are living through them; this is partly because these changes are evolutionary rather...

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country differences to identifying transnational similarities; and from country‐by‐country functional adjustment of marketing mix...

The purpose of this paper is to discover factors that led to the rise of relationship marketing in practice and academics, and what factors are likely to reshape the future direction of relationship marketing.