The Development of Regional Marketing - Have Marketers Been Myopic?

Taking research by Warren J. Keegan as founding inspiration, this paper argues that regional market orientation is seen by marketers as antonymic to an international market orientation. Then, in using the identified relationship between globalisation and new regionalism as foundation, we propose tha...

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Bibliographic Details
Published inInternational journal of business studies Vol. 15; no. 1; pp. 107 - 125
Main Authors Nicholson, John D, Kitchen, Philip J
Format Journal Article
LanguageEnglish
Published Perth Edith Cowen University 01.01.2007
Subjects
Collaboration
Competition
Competitive advantage
Customer relations
Customers
Export marketing
Globalization
Industrial marketing
Management
Market orientation
Marketing
Planning
Public sector
Relationship marketing
United Kingdom > UK
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Summary:Taking research by Warren J. Keegan as founding inspiration, this paper argues that regional market orientation is seen by marketers as antonymic to an international market orientation. Then, in using the identified relationship between globalisation and new regionalism as foundation, we propose that local orientation should today be seen as contiguous to and thus complimentary with international market orientation. We further propose that the current focus on opportunities for competitive enhancement offered at the regional level may demonstrate a significant form of myopia in current UK marketing thinking and practice.
Bibliography:International Journal of Business Studies: A Publication of the Faculty of Business Administration, Edith Cowan University, Vol. 15, No. 1, 2007: 107-125
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ISSN:1320-7156