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| Author: | Kosaka, H. |
| Title: | A global marketing strategy responding to national cultures |
| Journal: | Marketing and Research Today
1992 : NOV, VOL. 20:4, p. 245-255 |
| Index terms: | |
| Freeterms: | MULTINATIONALE UNTERNEHMEN, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | A proposal for the conceptually desirable global marketing strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. A conceptual framework for introducing global marketing strategy is presented. This covers the sales response theory and in particular, the international application of one of the PIMS principles. |
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