Abstract
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.
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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Codita, R. (2011). International Marketing Standardization: A Literature Review. In: Contingency Factors of Marketing-Mix Standardization. Gabler. https://doi.org/10.1007/978-3-8349-6169-3_2
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DOI: https://doi.org/10.1007/978-3-8349-6169-3_2
Publisher Name: Gabler
Print ISBN: 978-3-8349-2596-1
Online ISBN: 978-3-8349-6169-3
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