An international marketing strategy can only be as good as its implementation. Because implementation becomes more and more difficult through changes in international relations, economic ideologies, pressures of competition and growing professional competence, the negotiations by which implementation largely takes place assume an increasing significance in the outcomes.
Warrington, M. and McCall, J. (1982), "International Marketing as Negotiation with Particular Reference to the People's Republic of China", Management Research News, Vol. 5 No. 4, pp. 27-32. https://doi.org/10.1108/eb027817Download as .RIS
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