Marketing Services Internationally: Barriers and Management Strategies
Lee D. Dahringer
(Associate Professor of Marketing at Emory Business School, Atlanta, Georgia.)
2578
Abstract
Focuses on the international marketing of services and the need for service marketers to be aware ofbarriers to international marketing unique to the service sector, as well as of management strategies for overcoming such barriers. Describes fundamental barriers to the successful international marketing of services. Includes a discussion of the significance of GATT. Explores managerial implications of tariff and non‐tariff barriers for international services marketing.
Keywords
Citation
Dahringer, L.D. (1991), "Marketing Services Internationally: Barriers and Management Strategies", Journal of Services Marketing, Vol. 5 No. 3, pp. 5-17. https://doi.org/10.1108/08876049110035576
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited