FROM STANDARDIZED GLOBAL MARKETING TO GLOBAL ONE TO ONE MARKETING: A DEMAND ORIENTED TRANSITION

Authors : T. Sabri Erdil, A. Ercan Gegez

Pages : 47-53

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Publication Date : 2005-01-10

Article Type : Review

Abstract :The concept of Standard global marketiııg stands among those subjects that have been discussed in the discipline of marketiııg and received both positive and negative criticism. One of the features of this concept is that it is not a demand-oriented approach but rather a supply-oriented one. The model developed as an alternative to this model is one to one marketiııg. One to one marketing has been subject to much criticism especially because it is an application of high-cost. However, especially with the emergence and development of the internet, the approach of global one to one marketing has become a strategy adopted intensively by companies of our time. Even though its application opportunities differ with respect to many products, this strategy can be counted among the significant alternatives of today. In this study, the concepts of global Standard marketing and global one to one marketing are compared and the process of transition from the former to the latter has been examined.
Keywords : Globalization, Global Marketing, One to One Marketing