Strategic marketing planning: a twenty-first century perspective

被引：1

作者：

Keegan, WJ ^{[1
]}

机构：

[1] Lubin Sch Business, New York, NY USA

来源：

INTERNATIONAL MARKETING REVIEW | 2004年 / 21卷 / 01期

关键词：

strategic marketing; international marketing;

D O I：

10.1108/02651330410522907

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Looks back at the Viewpoint from the first issue of International Marketing Review in order to reflect on how things have changed in the intervening 21 year period. The author then explains that he sees a continuation of the driving and restraining forces that have shaped global markets for the past half century. If the terrorist and other threats to world peace are contained or resolved, the final critical driver for further globalization is management vision.

引用

页码：13 / 16

页数：4

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