This Chapter discusses the diverse options of standardisation versus adaptation of the marketing strategy in the context of the international marketing mix. International marketing mix strategies are presented in relation to the component strategies, i.e. international product strategy, international pricing strategy, international communication strategy, and international distribution strategy.
CITATION STYLE
Morschett, D., Schramm-Klein, H., & Zentes, J. (2010). International Marketing. In Strategic International Management (pp. 365–387). Gabler. https://doi.org/10.1007/978-3-8349-6331-4_19
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