Divided by a common language

Mary Goodyear

It is argued that the common language of marketing hides the diversity of meaning associated with elements of the marketing mix, as well as the disciplines of advertising and research.
  

Divided by a Common Language: Diversity and Deception in the World of Global Marketing1

Mary Goodyear  The MBL Group plc

Global marketing is a complex task with the potential for much misunderstanding and friction. 

The overt practicalities of working across cultures are often compounded by the human factor. Problems arise, for example, from using the processes of marketing to help integrate corporate structures and systems that were not originally designed to cope with global, or even regional initiatives.

Which international researcher has not felt like the messenger bearing bad news, when caught in the...

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