Influence of culture on decisions in marketing mix in the international context
This article describes the impact of cultural dimensions on the four marketing mix variables (product, price, distribution, promotion) The cultural dimensions will be treated as independent variables affecting the behaviour of marketing mix variables which are seen as dependent variables. This in turn will provide the opportunity to assess the state of the art in this area both from the viewpoint of marketing practitioners, and of researchers. Concluding comments cover research issues and managerial implications.
Volume (Year): 1 (2006)
Issue (Month): 3 (Autumn)
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