Abstract
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.
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© 2010 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Morschett, D., Schramm-Klein, H., Zentes, J. (2010). International Marketing. In: Strategic International Management. Gabler. https://doi.org/10.1007/978-3-8349-6331-4_19
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DOI: https://doi.org/10.1007/978-3-8349-6331-4_19
Publisher Name: Gabler
Print ISBN: 978-3-8349-2535-0
Online ISBN: 978-3-8349-6331-4
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