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商品編號： 86312 出版日期： 1986/05/01 作者姓名： Quelch, John A.;Hoff, Edward J. 商品類別： Marketing 商品規格： 11p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies'' overall business strategy, which products will benefit from the economies or efficiencies of standardization, which products won''t fight cultural barriers, what trade-offs will result from standardizing various elements of the marketing mix, and how standardization will vary from country to country.
涵蓋領域：
Cross cultural relations;International marketing;Marketing mix;Multinational corporations
相關資料：
Video Supplement, (2791), 0p, by John A. Quelch, Stephen A. Greyser
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