Part A Compare and contrast standardization with customization of international marketing strategies. Part B Is one approach better than the other?
Date Submitted: 11/28/2004 02:01:43
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1586 words)
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1586 words)
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 …
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…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.
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