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Article
Explaining International Performance: Marketing Mix, Planning, and Their Interaction
Marketing Intelligence & Planning (1998)
  • Aviv Shoham, University of Haifa
  • Fredric Kropp, Monterey Institute of International Studies
Abstract

This paper has three purposes. First, it includes a variety of performance measures along four sub-dimensions. Second, it incorporates international planning and international firm strategies on facets of channels of distribution, product, promotion and pricing, and models their direct and interactive influences on performance. Third, it assesses the reliability and validity of the major constructs.

Publication Date
1998
Citation Information
Aviv Shoham and Fredric Kropp. "Explaining International Performance: Marketing Mix, Planning, and Their Interaction" Marketing Intelligence & Planning Vol. 16 Iss. 2 (1998)
Available at: http://works.bepress.com/fredric_kropp/15/