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Business Fundamentals was developed by the Global Text Project, which is working to create open-content electronictextbooks that are freely available on the website http://globaltext.terry.uga.edu. Distribution is also possible viapaper, CD, DVD, and via this collaboration, through Connexions. The goal is to make textbooks available to the manywho cannot afford them. For more information on getting involved with the Global Text Project or Connexions email us atdrexel@uga.edu and dcwill@cnx.org.
Editor: Dr John Burnett (Daniels College of Business, University of Denver, USA)
Reviewer: Dr Asit Sarkar (University of Saskatchewan, Canada)
1 Dictionary of Marketing Terms, Peter D. Bennett, Ed., American Marketing Association, 1988 p. 54.
2. Shelby D. Hunt and John J. Burnett, "The Macromarketing/Micro marketing Dichotomy: A Taxonomical Model," Journal of Marketing, Summer. 1982 pp. 11-26.
3 A New Recipe for the Family Dinner," Adweek, April 27. 1992, p. 46
4 Theodore Levitt, "Marketing Myopia," Harvard Business Review, July-August, 1960, pp. 45-66.
More references
1Isobel Doole, Robin Lowe, and Chris Phillips, International Marketing Strategy, International Thompson Business Press: London, 1999, pp. 14-15.
2Theodore Levitt. "The Globalization of Markets." Harvard Business Review. May-June 1983, pp. 92-102.
3Philip Kotler, "Global Standardization-Courting Danger," Journal of Consumer Marketing, Vol. 3, No.2, Spring, 1986, pp. 13-20.
4S. Barker and E. Kaynak, "An Empirical Investigation of the Differences Between Initiating and Continuing Exporters," European Journal of Marketers, Vol. 26, No.3, 1992.
5Ibid.
6Anne Chen and Malt Hicks, "Going Glob Avoid Culture Clashes," PC Week, April 3, 2000, pp. 68-69.
7Barker and Kaynak, op. cit.
8Eileen Cassidy Imbach, "US Commercial Centers: The Future of Doing Business Abroad," Business America, November, 1994, pp.25-26.
9Michael Selz, "More Small Firms Are Turning to Trade Intermediaries," The Wall Street Journal, February 2, 1995, p. B2.
10Julia Flunn and R A. Melcher, "Heineken's Battle to Stay Top Bottle," Business Week, August 1, 1998, pp. 60-62.
11Warren J. Keegan, "Conceptual Framework for Multinational Marketing," Columbia Journal of World Business, Vol. 7, November 1973, p.67.
12 TT Nagle, The Strategies and Tactics of Pricing, Prentice-Han, Inc. Englewood Cliffs, N.J., 1999.
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