Centralization versus Decentralization of Marketing Activities of Leading Italian Firms: towards an Integrated Global Approach?
نویسنده
چکیده
Introduction 1. Globalization of Industries, Strategies, Firms and Marketing Activities 2. MNCs’ Marketing Activities: towards an integrated global Approach? 3. The Study 3.1 Research Questions and Methodology 3.2 Principal Findings 3.2.1 Italian MNCs and their Marketing Orientation 3.2.2 Means and Reasons for Implementing and Integrating Global Marketing Activities 3.2.3 The Correlation between Integrated Global Marketing Activities And Performance: Challenges, Drawbacks And Difficulties 3.2.4 Some Findings about the Integration of Global Marketing with other Funcional Areas Conclusions References
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