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| Author: | Rao, V. Steckel, J. |
| Title: | A cross-cultural analysis of price responses to environmental changes |
| Journal: | Marketing Letters
1995 : JAN, VOL. 6:1, p. 5-14 |
| Index terms: | PRICING INTERNATIONAL MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | In planning the marketing mix for a product, managers implicitly respond to changes in both their internal and external environments. this paper studies managers' judgments of how they would respond to changes in their own product costs and competitor's prices. a manager could react to these by focusing on new products, new markets, or the marketing mix for the current product market. The authors concentrate on the third. |
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