Resumen o Introducción
The article that is going to be discussed in the present essay is “International versus Domestic Marketing: Four Conceptual Perspectives” by Anne C. Perry (1990). The reason why this article was selected is that due to the current global financial crisis, the issues of globalization and entering international markets is an imperative action by the companies that want to acquire a substantial and sustainable competitive advantage. The purpose of the article is to show the differences between domestic and international marketing and recapitulate academic literature on the subject based on the four views of International Marketing.
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- Fotini Mastroianni (Autor), 2013, The differences between domestic and international marketing, Múnich, GRIN Verlag, https://www.grin.com/document/355388
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