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International Marketing Mix Management
Tobias Richter
其他書名
Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets
出版Logos Verlag Berlin GmbH, 2012
主題Business & Economics / GeneralBusiness & Economics / Marketing / GeneralBusiness & Economics / International / Marketing
ISBN38325309839783832530983
URLhttp://books.google.com.hk/books?id=4-ccqS94VKwC&hl=&source=gbs_api
EBookSAMPLE
註釋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.