Part A Compare and contrast standardization with customization of international marketing strategies. Part B Is one approach better than the other?
View Paper
ESSAY DETAILS
Words: 1586
Pages: 6
(approximately 235 words/page)
Pages: 6
(approximately 235 words/page)
Essay Database > Business & Economy > Marketing and Advertising
Part A
Compare and contrast standardization with customization of international marketing strategies.
The notion of globalization - a global firm pursuing a global strategy - is very appealing to managers. (Hardy, 1994, p365). As soon as the firms decide to expand into the global marketplace, the international marketing manager should determine what strategy would be adopted to mix the four P's of marketing: product, pricing, promotion, and place in the complex environment in future. In other
showed first 75 words of 1586 total
Sign up for EssayTask and enjoy a huge collection of student essays, term papers and research papers. Improve your grade with our unique database!
showed first 75 words of 1586 total
showed last 75 words of 1586 total
on Global Business Strategy, John Wiley & Sons, Inc., U. S. A. Hardy, C., (1994), Managing Strategic Action, SAGE Publications, Great Britain. Keegan, W. J., (2002), Global Marketing Management, 7th ed, Prentice-Hall International, Inc, U. S. A. Mahoney, D., Trigg, M., Griffin, R. & Pustay, M., (1998), International Business, Longman, Australia. Parker, B., (1998), Globalization and Business Practice, SAGE Publications, Great Britain. Warner, M. & Joynt, P., (2002), Managing Across Culture: Issues and Perspectives, 2nd ed, Thomson Learning, Great Britain.
on Global Business Strategy, John Wiley & Sons, Inc., U. S. A. Hardy, C., (1994), Managing Strategic Action, SAGE Publications, Great Britain. Keegan, W. J., (2002), Global Marketing Management, 7th ed, Prentice-Hall International, Inc, U. S. A. Mahoney, D., Trigg, M., Griffin, R. & Pustay, M., (1998), International Business, Longman, Australia. Parker, B., (1998), Globalization and Business Practice, SAGE Publications, Great Britain. Warner, M. & Joynt, P., (2002), Managing Across Culture: Issues and Perspectives, 2nd ed, Thomson Learning, Great Britain.