Publication detail

International Marketing.

KHATEB, F. KORÁB, V.

Original Title

International Marketing.

Type

conference paper

Language

English

Original Abstract

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.

Authors

KHATEB, F.; KORÁB, V.

Released

26. 5. 2006

Publisher

Faculty of Business and Management

Location

Brno - Rozdrojovice, Atlantis Hotel

ISBN

80-7204-454-0

Edition number

First

Pages from

44

Pages to

10

Pages count

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"
}