Detail publikace

International Marketing.

Originální název

International Marketing.

Anglický název

International Marketing.

Jazyk

en

Originální abstrakt

Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. The assumption that one approach works everywhere fails to consider differences that exist between countries and cultures. While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question.

Anglický abstrakt

Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. The assumption that one approach works everywhere fails to consider differences that exist between countries and cultures. While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question.

BibTex


@inproceedings{BUT19055,
  author="Fabian {Khateb} and Vojtěch {Koráb}",
  title="International Marketing.",
  annote="Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging, and with virtually no chance to try to market it the same way in another country. The result in many cases is failure. The assumption that one approach works everywhere fails to consider differences that exist between countries and cultures. While many companies who sell internationally are successful following a standardized marketing strategy it is a mistake to assume this approach will work without sufficient research that addresses this question.",
  address="Faculty of Business and Management",
  chapter="19055",
  institution="Faculty of Business and Management",
  year="2006",
  month="may",
  pages="44--10",
  publisher="Faculty of Business and Management",
  type="conference paper"
}