International Marketing Mix Management

Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets

For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.

The subject of international marketing standardisation remains as crucial as ever
in times of globalisation: Despite the long period of time and the considerable
amount of research interest that specific aspects of this debate have received
ever ...