Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
Bahadir, S Cem, Bharadwaj, Sundar G, Srivastava, Rajendra K
Journal of International Business Studies · 2015 · Volume 46 · Issue 5
Abstract
Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastru
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