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International Marketing

  • Dirk Morschett
  • Hanna Schramm-Klein
  • Joachim Zentes

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.

Keywords

International Market Marketing Strategy Price Strategy Chain Activity International Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Dirk Morschett
  • Hanna Schramm-Klein
  • Joachim Zentes

There are no affiliations available

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