Title: Towards an International Marketing Mix for Services
Abstract: This article proposes a further addition "Particularity" to the traditional marketing mix, in order to positively identify with those elements -- collectively referred to as ‘culture’ and which arise in international services marketing in particular and are not generally confronted by companies which serve only domestic markets.
Publication Year: 2014
Publication Date: 2014-12-13
Language: en
Type: book-chapter
Indexed In: ['crossref']
Access and Citation
Cited By Count: 2
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