International marketing presentations: some options
Abstract
Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.
Keywords
Citation
Hovell, P.J. and Walters, P.G.P. (1972), "International marketing presentations: some options", European Journal of Marketing, Vol. 6 No. 2, pp. 69-79. https://doi.org/10.1108/EUM0000000005126
Publisher
:MCB UP Ltd
Copyright © 1972, MCB UP Limited