The fundamentals of standardizing global marketing strategy

International Marketing Review

Volumn 24, Issue 1, 2007, Pages 46-63

  Viswanathan, Nanda K ^a   Dickson, Peter R ^b  

^a DELAWARE STATE UNIVERSITY   (United States)

^b FLORIDA INTERNATIONAL UNIVERSITY   (United States)

Author keywords

International business; Marketing strategy; Modelling; Standardization

Indexed keywords

EID: 33846958019     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330710727187     Document Type: Article

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