Social expressions/greeting card industry: Anatomy of an international marketing strategy

Journal of Product & Brand Management

Volumn 5, Issue 1, 1996, Pages 40-55

  Berkowitz, David ^a   Hill, John S ^a  

^a UNIVERSITY OF ALABAMA   (United States)

Author keywords

International trade; Marketing strategy; National cultures; Product management

Indexed keywords

EID: 84986159817     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429610113401     Document Type: Article

References (7)

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3. Hill, J.S. and Still, R.R. 1984, “Adapting products to LDC tastes”, Harvard Business Review, Vol. 84 No. 2, March-April, pp. 92-101.
4. Keegan, W.J. 1969, “Multinational product planning: strategic alternatives”, Journal of Marketing, Vol. 33, January, pp. 58-62.
5. Malhotra, M.K., Steele, D.C. and Grover, V. 1994, “Important strategic and tactical manufacturing issues in the 1990s”, Decision Sciences, March/April, Vol. 25 No. 2, pp. 189-214.
6. Porter, M.E. 1985, Competitive Strategy, The Free Press, New York, NY.
7. Ricks, D.A. 1983, Big Business Blunders, Dow Jones-Irwin, Homewood, IL.