haku: @author Kramer, H. E. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Kramer, H. E. |
| Otsikko: | International marketing: methodological excellence in practice and theory. |
| Lehti: | Management International Review
1989 : VOL. 29:2, p. 59-65 |
| Asiasana: | INTERNATIONAL MARKETING METHODOLOGY |
| Kieli: | eng |
| Tiivistelmä: | The traditional approaches to international marketing are revisited and expanded. Identified are two basically different approaches - the one related to the content of international marketing and the one referring to the process. They are called parametric and operational approaches. A matrix grid assists scholars to establish relations between the two approach categories and to find the optimal, more effective and efficient combination of approaches to the advencement and transfer of knowledge and skill in international marketing. |
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