Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We...
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Main Authors: | BAHADIR, S. Cem, BHARADWAj, Sundar G., SRIVASTAVA, Rajendra K. |
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Format: | text |
Language: | English |
Published: |
Institutional Knowledge at Singapore Management University
2015
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Subjects: | |
Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4974 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5973/viewcontent/Marketing_mix_and_brand_sales_in_global_markets__av.pdf |
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Institution: | Singapore Management University |
Language: | English |
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