haku: @author Martenson, R. / yhteensä: 2
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| Tekijä: | Martenson, R. |
| Otsikko: | Is standardisation of marketing feasible in culture-bound industries? : A European case study. |
| Lehti: | International Marketing Review
1987 : AUTUMN, VOL. 4:3, p. 7-17 |
| Asiasana: | INTERNATIONAL MARKETING MULTINATIONAL COMPANIES CULTURE EUROPE |
| Kieli: | eng |
| Tiivistelmä: | A review of the prospects of a standardised marketing concept, related to cross-cultural differences and how the furniture retailer IKEA of Sweden co-ordinated its marketing programme in an industry that had resisted the forces of globalization. The target markets for global companies. The marketing programme decisions in multinational marketing. The role of internal and external factors in standardisation decisions. A case study and cross- -cultural marketing management. A Figure illustrates strategic groups in European furniture retailing. |
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