For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization ...
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For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.
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Add this copy of International Marketing Mix Management to cart. $45.00, new condition, Sold by ISD rated 5.0 out of 5 stars, ships from Bristol, CT, UNITED STATES, published 2012 by Logos Verlag Berlin.
Add this copy of International Marketing Mix Management: Theoretical to cart. $73.68, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Santa Clarita, CA, UNITED STATES, published 2012 by Logos Verlag.
Add this copy of International Marketing Mix Management: Theoretical to cart. $125.44, new condition, Sold by Kennys.ie rated 4.0 out of 5 stars, ships from Galway, IRELAND, published 2012 by Logos Verlag Berlin.
