The Global Marketing Mix – Internationalisation – Global Marketing

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An introduction to the subject of The Global Marketing Mix in the connection with an organisation’s internationalisation process. Some factors affecting an organisation’s decisions regarding standardisation and adaptation of the Marketing Mix are introduced and evaluated using an example. This video is aimed at marketing management students.


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  1. thank you so much for your support through videos. CLARITY MEETS CONCEPTS

  2. Thank you very much for summarizing the book. This is a very useful book to refer to when teaching/studying IM. However it's not easy for people from countries using English as the foreign language. Your effort of making this video is great, as it simplified theories, and systematize the theories in different topics. Thanks.

  3. Thank you, Tine, for this brilliant video – also for making the reference to my Global Marketing, 7th edition in the end. The 8th edition will be out in March/April 2020

  4. Your videos are so helpful! This is helping me through my exam more than my actual lectures, thank you!