International Marketing

Dirk Morschett (), Hanna Schramm-Klein and Joachim Zentes ()
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Dirk Morschett: University of Fribourg
Hanna Schramm-Klein: University of Siegen
Joachim Zentes: Saarland University

Chapter 21 in Strategic International Management, 2015, pp 477-501 from Springer

Abstract: Abstract This Chapter discusses the diverse options of standardising versus adapting the marketing strategy in the context of the international marketing mix. International marketing mix strategies are presented in relation to their component strategies, i.e. international product strategy, international pricing strategy, international communication strategy and international sales and distribution strategy.

Keywords: Marketing Strategy; Chain Activity; International Marketing; Country Market; Local Requirement (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-07884-3_21

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DOI: 10.1007/978-3-658-07884-3_21

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