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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Bibliographic Details
Main Authors: BAHADIR, S. Cem, BHARADWAj, Sundar G., SRIVASTAVA, Rajendra K.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2015
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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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