Global marketing: Theory and practice

Erdener Kaynak

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


With the increased advances in technology of communication and transportation, the world is becoming an ever smaller market for companies to tap. This article examines the three interrelated global marketing strategies namely multidomestic, sub-global, and monolith. It is pointed out that in their organization progress in world markets, companies show distinct characteristics. The stages followed as well as the policies and strategies utilized by global companies are explored conceptually and diagnostically.

Original languageEnglish (US)
Pages (from-to)15-30
Number of pages16
JournalJournal of Global Marketing
Issue number1-2
StatePublished - 1988

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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