As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting...

The Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically concentrated. However, significant cultural and language differences among Asian subgroups are often...

One example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against drunk driving it is clear that the goal of persuading the public to stop drinking and driving has not been achieved....

Birth order studies have an established history in the academic world just as demographics have an established history in marketing. Discusses how birth order may influence several socio‐economic mechanisms and thereby influence select consumption behaviors. As a likely influence of certain...

Asserts that when faced with complex motives and behavior, humans tend to simplify and generalize in order to make sense of a bewildering set of complexities. Categorical systems are standard tools for boiling down the diversity of human behavior into manageable pockets (market segments) that...

Asserts that a new environment for marketing is being established in Europe as a result of changing business, cultural, economic and political relationships. Argues that what is happening in Europe is the simultaneous separation and integration of behaviours and structures throughout and between...

While demand for many products has become more homogeneous across countries, cultural factors have strongly inhibited this change as well. In a multicultural world, cultural heterogeneity will continue to remain the most significant barrier to one global market. Cultures are resilient and...

The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the subject go in the future?”

Although the viability of global marketing is disputed, the best opportunities for pursuing basically the same strategy across national borders are in industrial marketing. However, because of the disparities across world markets, segmentation is essential to assessing opportunities for a...

Discusses how marketing practice is competitively evolving as airlines, in a code‐sharing environment, seek to be more effective, efficient and profitable. It complements changes to airline structures in routeing, staffing levels and technology, and by establishing strong brand presence is a...