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Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets

  • Larimo J
  • Zucchella A
  • Kontkanen M
  • et al.
Springer International Publishing, (2018), 333-364
DOI: 10.1007/978-3-319-61385-7_14
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Abstract

Standardization versus adaptation of the marketing mix strategy in foreign markets has been one of the key research areas in international marketing since the late 1960s. Based on the existing studies we have a broad understanding of factors having an effect on …

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APA

Larimo, J., Zucchella, A., Kontkanen, M., & Hagen, B. (2018). Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets. In Advances in Global Marketing (pp. 333–364). Springer International Publishing. https://doi.org/10.1007/978-3-319-61385-7_14

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