International Marketing Standardization: A Literature Review
The aim of this chapter is to frame the research topic, in the larger context of international marketing (IM) as a field of study at first (Chapter 2.1), and in the narrower area of marketing-mix standardization, subsequently (Chapter 2.2). Relevant concepts are presented as well as theoretical debates and current developments reviewed.
KeywordsMarketing Strategy Marketing Activity International Marketing Marketing Program Local Brand
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