Standardization and adaptation of international marketing mix activities A case study

Akgün A. E. , Keskin H. , Ayar H.

10th International Strategic Management Conference, Rome, Italy, 19 - 21 June 2014, vol.150, pp.609-618 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 150
  • Doi Number: 10.1016/j.sbspro.2014.09.080
  • City: Rome
  • Country: Italy
  • Page Numbers: pp.609-618