haku: @author Hill, J. S. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Iyer, R. T. Hill, J. S. |
| Otsikko: | International direct marketing strategies: A US-European comparison |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:3, p. 65-83 |
| Asiasana: | DIRECT SELLING EUROPE INTERNATIONAL MARKETING MARKETING STRATEGY USA |
| Kieli: | eng |
| Tiivistelmä: | Direct marketing has been around along time in the USA and western Europe. This investigation of US-European international direct marketing strategies shows that European companies are more experienced international direct marketers and frequent adapters of non-product elements of the marketing mix, while US strategies are affected their by their geographic isolation and tend towards standardization fo foreign market mixes. With improving international infrastructures and product delivery systems international direct marketing promises to be an area of great academic and practioner interest. |
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