International Marketing Mix Management: Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets by Tobias Richter

International Marketing Mix Management: Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets

Tobias Richter

233 pages • missing pub info (editions)

nonfiction business economics medium-paced
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Description

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 contin...

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