A review of articles in the Journal of Global Scholars of Marketing Science (JGSMS) special issue on Marketing Management in International Contexts

Carlos Omar Trejo-Pech and Sharon Thach

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 1, 1-9

Abstract: This is a review of four articles published in the JGSMS 2019 special issue on Marketing Management in International Contexts. All papers published in this special issue were peer-reviewed, with oversight from the authors of this document in the role of Guest Editors. Three articles examine aspects of digital communication influences on behavior and attitudes, while one studies consumer preferences in the context of differing cultural and technological backgrounds. Generational cohorts and cultural clusters are examined through these studies. Overall, the articles in this special issue contribute to our knowledge of how younger persons use and are shaped by the digital world they have been born into, but also to the persistence of underlying cultures.

Date: 2021
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DOI: 10.1080/21639159.2020.1808816

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