Global marketing has become an established fact of life for more and more businesses. Along with the large multinational corporations that have been operating on a global scale for decades, many middle market or even relatively small firms have already or will soon need to enter the global...

Marketing channels exist in an increasingly competitive international and global environment. Consequently, many firms have reengineered their marketing channels systems by placing greater emphasis on fostering higher levels of cooperation among international channel participants. However, there...

Getting product strategies to work out as planned is a tough job. One of the most frequently overlooked factors needed for effective product strategy implementation is channel member support at the wholesale and/or retail levels. Without strong support and follow‐through by these channel...

Purpose – The purpose of this paper is to present an alternative view of marketing that Donald F. Dixon spent much of his distinguished career developing – a paradigm that we refer to as the Dixonian systems perspective of marketing. It is a paradigm that presents marketing as a phenomenon...