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.
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© 2015 Springer Fachmedien Wiesbaden
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Morschett, D., Schramm-Klein, H., Zentes, J. (2015). International Marketing. In: Strategic International Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-07884-3_21
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DOI: https://doi.org/10.1007/978-3-658-07884-3_21
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-07883-6
Online ISBN: 978-3-658-07884-3
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