The development of regional marketing: have marketers been myopic?

John Nicholson, Philip Kitchen

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Pages (from-to)107-125
Number of pages19
JournalInternational Journal of Business Studies
Volume15
Issue number1
Publication statusPublished - 2007
Externally publishedYes

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