haku: @indexterm GLOBAL MARKETING / yhteensä: 132
viite: 56 / 132
| Tekijä: | Yip, G. S. |
| Otsikko: | Patterns and determinants of global marketing |
| Lehti: | Journal of Marketing Management
1997 : JAN/FEB/APR, VOL. 13:1/3, p. 153-164 |
| Asiasana: | GLOBAL MARKETING GLOBALIZATION COMPANIES MARKETING MIX |
| Kieli: | eng |
| Tiivistelmä: | This article discusses the determinants and patterns of global marketing, basing on a contingency framework of industry globalization drivers, company strategy and position, parent company characteristics and organizational factors. Some notable contributions of this study are: the evidence on the actual incidence of global marketing overal and for individual elements of the marketing mix; there are some systematic determinants of this use; there are significant nationality differences in the use of global marketing. |
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