Detail publikace

International Marketing.

KHATEB, F. KORÁB, V.

Originální název

International Marketing.

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

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.

Autoři

KHATEB, F.; KORÁB, V.

Vydáno

26. 5. 2006

Nakladatel

Faculty of Business and Management

Místo

Brno - Rozdrojovice, Atlantis Hotel

ISBN

80-7204-454-0

Číslo edice

First

Strany od

44

Strany do

10

Strany počet

9

BibTex

@inproceedings{BUT19055,
  author="Fabian {Khateb} and Vojtěch {Koráb}",
  title="International Marketing.",
  year="2006",
  number="First",
  pages="44--10",
  publisher="Faculty of Business and Management",
  address="Brno - Rozdrojovice, Atlantis Hotel",
  isbn="80-7204-454-0"
}