International Marketing as Negotiation with Particular Reference to the People's Republic of China

MB Warrington (Napier College, Edinburgh)
JB McCall (Napier College, Edinburgh)

Management Research News

ISSN: 0140-9174

Publication date: 1 June 1982

Abstract

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.

Citation

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/eb027817

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Publisher

:

MCB UP Ltd

Copyright © 1982, MCB UP Limited

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