Marketing global: conceito ou mito?
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Published:
Jul 1, 1993
Keywords:
Global marketing market-segmentation marketing mix standardization
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Abstract
The Levitt's Concept of Global Marketing is still one of the most controversal. There in the marketing literature. Even now after ten years of it's creation it has been causing a polemical debate which the only point of consensus is that the pure globalization form has not been showned practical. This article discuss the validity of Global Marketing Concept. In order to do so the author uses the critical literature on the subject as well as Jain's, Porter and Takeuschi's works which tired and practical approach.
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How to Cite
SALLES, Carlos Alcides. Marketing global: conceito ou mito?. RAE - Revista de Administracao de Empresas , [S. l.], v. 33, n. 4, p. 32–39, 1993. Disponível em: https://periodicos.fgv.br/rae/article/view/38436. Acesso em: 10 nov. 2026.
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