Integrating country of origin into global marketing strategy
Country-of-origin research has frequently found country markings to affect consumer product evaluations, providing country-of-origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in providing inter...
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| Veröffentlicht in: | International marketing review 2000-04, Vol.17 (2), p.114-126 |
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| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Online-Zugang: | Volltext |
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