Agarwal, JamesMalhotra, Naresh K.Baalbaki, Imad2015-01-152015-01-151998Malhotra, N. K., Agarwal, J., & Baalbaki, I. (1998). Heterogeneity of regional trading blocs and global marketing strategies A multicultural perspective. International Marketing Review, 15(6), 476-506. Retrieved from http://ezproxy.lib.ucalgary.ca/login?url=http://search.proquest.com/docview/224329257?accountid=983802651335http://hdl.handle.net/1880/50309Postprint uploaded 01/12/2015 link to publisher's version with doi. Publisher's source acknowledgedWith the rapid emergence of trading blocs in the multicultural market, this paper attempts to meet several ojectives. First, it discusses the growing importance and underlying motives of regional trading blocs in a multicultural setting. The level of heterogeneity of each trading bloc is examined with implications for market segmentation. The critical role of strategic alliances in the context of regional trading blocs is discussed next. Finally, marketing strategies are recommended for firms marketing to countries within its trading bloc as well as to countries outside its trading bloc.engInternational TradeMarket SegmentsMarket StrategyMulticulturalism & PluralismStudiesjournal article10.11575/PRISM/34112