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Marketing Mix
P/M/418. Marketing Mix: Product management
- WORDS:
- 2000
- DATE:
- 2004
- PRICE:
- 29.99 GBP
The paper addresses the problems of international marketing focusing on the product component of the Marketing Mix. Definitions and classifications of the Product Component are given, adaptation and standardization theories are discussed in the context of globalisation. Combinations of product / communication strategy are illustrated with examples in fast food industry.
KEYWORDS: marketing, mix, product, management,
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