Description
Select a marketing topic of your choice (examples include: Global Marketing, Services, Pricing). Begin your research by using the GCU Library or an electronic database search.
Find a scholarly, peer-reviewed journal article (published within the last 5 years) on a topic addressed in this course that is of interest to you.
Write an article review of 750-1,000 words that addresses the following:
What is the thesis (main idea) of the article?
Why is (are) the author(s) writing about the topic?
What facts are presented?
How does it relate to the other readings (especially the text) on the topic?
What are the conclusions and recommendations?
Critique the article.
Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
Refer to "Article Review Grading Criteria" for criteria to be used in grading.
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Explanation & Answer
Attached.
Running Head: ARTICLE REVIEW: GLOBAL MARKETING
1
Article Review: Global Marketing
Name
Professor
Course
Date
ARTICLE REVIEW: GLOBAL MARKETING
2
Article Review: Global Marketing
Matanda, T., & Ewing, M. T. (2012). The process of global brand strategy development and
regional implementation. International Journal of Research in Marketing, 29(1), 5-12.
Thesis/Main Idea of the Article
The article explores the process of developing a global brand strategy and provides more
information on global brand management strategies and processes. Therefore, the main idea of
the article is: The process of global brand strategy development entails sharing of information
and best practices, implementing the common processes of brand planning, assigning tasks and
duties for global branding as well as creating and implementing brand-building strategies that are
effective (Matanda & Ewing, 2012).
Reasons for Writing about the Topic
The main reasons why the authors chose to write about the topic was to analyze and learn
the various process and strategies used by multinational corporations in their global brand
management and provide a deeper understanding of the various practices, procedures, and
processes that a company can undertake to s...
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