Journal article
International Channels of Distribution and the Role of Comparative Marketing Analysis
Journal of global marketing, v 4(4), pp 39-54
15 Aug 1991
Abstract
To enter international markets successfully, firms need to secure adequate distribution channels for their products in the targeted markets. But gaining access to, as well as developing and maintaining marketing channels in foreign markets requires substantial knowledge of the distribution structures and patterns in thos markets. This follows because the so-called standardized (globalized) approach to international marketing strategy does not apply to distribution strategy in foreign markets. Comparative marketing analysis can provide international marketers with the means for obtaining the knowledge needed by providing (1) a substantial literature on distribution in different countries, (2) a variety of methodologies that can provide insights into foreign distribution structures, and (3) by sensitizing international marketers to changing patterns of distribution around the world.
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16 citations in Scopus
Details
- Title
- International Channels of Distribution and the Role of Comparative Marketing Analysis
- Creators
- Bert Rosenbloom - G. Behrens Ulrich Professor of MarketingTrina L. Larsen - Drexel University
- Publication Details
- Journal of global marketing, v 4(4), pp 39-54
- Publisher
- Taylor & Francis Group
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Scopus ID
- 2-s2.0-0038984765
- Other Identifier
- 991019173461704721