Marketing mix standardization: A cross cultural study of four countries

International Business Review

Volumn 13, Issue 5, 2004, Pages 637-649

  Kustin, Richard Alan ^a  

^a SOUTHERN CONNECTICUT STATE UNIVERSITY   (United States)

Author keywords

Consumer product; Cross culture; Globalization; Hofstede; International marketing; Marketing mix; Standardization

Indexed keywords

EID: 7444272526     PISSN: 09695931     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ibusrev.2004.07.001     Document Type: Article

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