Review
BibTex RIS Cite

FROM STANDARDIZED GLOBAL MARKETING TO GLOBAL ONE TO ONE MARKETING: A DEMAND ORIENTED TRANSITION

Year 2005, Volume: 6 Issue: 23, 47 - 53, 10.01.2005

Abstract

The concept of Standard global marketiııg stands among those subjects that have been discussed in the discipline of marketiııg and received both positive and negative criticism. One of the features of this concept is that it is not a demand-oriented approach but rather a supply-oriented one. The model developed as an alternative to this model is one to one marketiııg. One to one marketing has been subject to much criticism especially because it is an application of high-cost. However, especially with the emergence and development of the internet, the approach of global one to one marketing has become a strategy adopted intensively by companies of our time. Even though its application opportunities differ with respect to many products, this strategy can be counted among the significant alternatives of today. In this study, the concepts of global Standard marketing and global one to one marketing are compared and the process of transition from the former to the latter has been examined.

References

  • [1] Halliburton, C., & Jones, I. (1994). Executive Insights: Global Individualism-Reconciling Global Marketing and Global Manufacturing. Journal of International Marketing, 2(4), pp.79-88.
  • [2] Douglas, S.P., & Craig, C.S. (1995). Global Marketing Strategy. Singapore: McGraw-Hill International Editions.
  • [3] Beamish, P.W., Morrison, A., & Rosenzvveig, P.M. (1997). International Management: Text and Cases. Illinois: Irwin.
  • [4] Kustin, R.A. (1994). A Special Theory Of Globalization: A Review and Critical Evaluation of the Theoretical and Empirical Evidence. Journal of Global Marketing, 7(3), p. 79-101.
  • [5] Allenby, G.M., Arora, N„ & Ginter, J.L. (1998). On The Heterogeneity of Demand. Journal of Marketing Research, 35(3), p. 384.
  • [6] Bradley, F. (2002). International Marketing Strategy. Fourth Edition. Harlow: Financial Times Prentice Hail.
  • [7] Capon, N., & Hulbert, J.M. (2001). Marketing Management in the 21sl Century. New Jersey: Prentice Hail.
  • [8] Sheth, J.N., & Parvatiyar, A. (2002). The Antecedents and Consequences of integrated Global Marketing. in Best Practices in International Marketing. (editors: Czinkota, M.R., & Ronkainen, I.A.), pp.3-15.
  • [9] Griffın, R.W„ & Pustay, M.W. (1999). International Business: A Managerial Perspective. Second Edition. Reading: Addison-Wesley.
  • [10] Hoekstra, J.C., Leeflang, P.S.H., & Wittink, D.R. (1999). The Customer Concept: The Basis For a New Marketing Paradigm. Journal of Market Focused Management, 4, p.43-76.

FROM STANDARDIZED GLOBAL MARKETING TO GLOBAL ONE TO ONE MARKETING: A DEMAND ORIENTED TRANSITION

Year 2005, Volume: 6 Issue: 23, 47 - 53, 10.01.2005

Abstract

The concept of Standard global marketiııg stands among those subjects that have been discussed in the discipline of marketiııg and received both positive and negative criticism. One of the features of this concept is that it is not a demand-oriented approach but rather a supply-oriented one. The model developed as an alternative to this model is one to one marketiııg. One to one marketing has been subject to much criticism especially because it is an application of high-cost. However, especially with the emergence and development of the internet, the approach of global one to one marketing has become a strategy adopted intensively by companies of our time. Even though its application opportunities differ with respect to many products, this strategy can be counted among the significant alternatives of today. In this study, the concepts of global Standard marketing and global one to one marketing are compared and the process of transition from the former to the latter has been examined.

References

  • [1] Halliburton, C., & Jones, I. (1994). Executive Insights: Global Individualism-Reconciling Global Marketing and Global Manufacturing. Journal of International Marketing, 2(4), pp.79-88.
  • [2] Douglas, S.P., & Craig, C.S. (1995). Global Marketing Strategy. Singapore: McGraw-Hill International Editions.
  • [3] Beamish, P.W., Morrison, A., & Rosenzvveig, P.M. (1997). International Management: Text and Cases. Illinois: Irwin.
  • [4] Kustin, R.A. (1994). A Special Theory Of Globalization: A Review and Critical Evaluation of the Theoretical and Empirical Evidence. Journal of Global Marketing, 7(3), p. 79-101.
  • [5] Allenby, G.M., Arora, N„ & Ginter, J.L. (1998). On The Heterogeneity of Demand. Journal of Marketing Research, 35(3), p. 384.
  • [6] Bradley, F. (2002). International Marketing Strategy. Fourth Edition. Harlow: Financial Times Prentice Hail.
  • [7] Capon, N., & Hulbert, J.M. (2001). Marketing Management in the 21sl Century. New Jersey: Prentice Hail.
  • [8] Sheth, J.N., & Parvatiyar, A. (2002). The Antecedents and Consequences of integrated Global Marketing. in Best Practices in International Marketing. (editors: Czinkota, M.R., & Ronkainen, I.A.), pp.3-15.
  • [9] Griffın, R.W„ & Pustay, M.W. (1999). International Business: A Managerial Perspective. Second Edition. Reading: Addison-Wesley.
  • [10] Hoekstra, J.C., Leeflang, P.S.H., & Wittink, D.R. (1999). The Customer Concept: The Basis For a New Marketing Paradigm. Journal of Market Focused Management, 4, p.43-76.
There are 10 citations in total.

Details

Primary Language English
Journal Section Eski Sayılar
Authors

T. Sabri Erdil This is me

A. Ercan Gegez This is me

Publication Date January 10, 2005
Published in Issue Year 2005 Volume: 6 Issue: 23

Cite

APA Erdil, T. S., & Gegez, A. E. (2005). FROM STANDARDIZED GLOBAL MARKETING TO GLOBAL ONE TO ONE MARKETING: A DEMAND ORIENTED TRANSITION. Öneri Dergisi, 6(23), 47-53.

15795

This web is licensed under a Creative Commons Attribution 4.0 International License.

Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377