商品簡介
Richter (marketing, Trier U. of Applied Sciences, Germany) contributes to the debate on how to manage an international marketing mix by analyzing the approach adopted by the largest 500 companies from Britain and Germany. He looks at the degree to which the strategies differ and converge, and the impact of that degree on market performance and financial performance. He also compares his findings with those of similar studies. He does not provide an index. Annotation c2013 Book News, Inc., Portland, OR (booknews.com)
