Le mythe de la globalisation

Buzzell R. , Can you Standardize Multinational Marketing?, Harvard Business Review, Nov-Dec. 1968.

Garreau J. , The Nine Nations of North America, Boston, Houghton Mifflin Co., 1981.

Levitt T. , The Globalization of Markets, Harvard Business Review, May-June 1983.

McCann-Erickson , Youth in Europe, London, McCann-Erickson, 1978.

Mitchell A. , The Nine American Lifestyles, New York, MacMillan Publishing, 1983.

Ricks D. A. , Big Business Blunders, Homewood, Ill., Dow Jones Irwin, 1983.

Segnit Susanna Simon Broadbent , Lifestyle Research, European Research, 1 (January 1973), 1 (March 1973)

Takeuchi H. Porter M. E. , «The Strategic Role of International Marketing: Managing the Nature and Extent of Worldwide Coordination», Harvard Business School Working Paper, 1984.

Tennant A. J. , «The World: One Marketplace for Wine and Spirit Brands?», International Distillers and Vintners Ltd., 1985.

Wells W. D. , Psychographics: A Critical Review, Journal of Marketing Research, May 1985.

Wind Yoram Susan Douglas , International Portfolio Analysis and Strategy: The Challenge of the 80's, Journal of International Business Studies, 1981.

Wind Yoram Vijay Mahajan , Corporate Growth Through Synergy: Concept, Measurement, and Application, Colombia Journal of World Business, forthcoming, 1985.

Yankelovich Skelly Yankelovich White , The Yankelovich Monitor, New York, Yankelovich, Skelly and White, 1981.