Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics Article

Bahadir, S Cem, Bharadwaj, Sundar G, Srivastava, Rajendra K. Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics . JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 46(5), 596-619. 10.1057/jibs.2014.69

Open Access International Collaboration

cited authors

  • Bahadir, S Cem; Bharadwaj, Sundar G; Srivastava, Rajendra K

authors

published in

keywords

  • BUSINESS
  • Business
  • Business & Economics
  • CONSUMER CONFIDENCE
  • CULTURE
  • DIFFUSION
  • EMERGING MARKETS
  • IMAGE
  • INFRASTRUCTURE
  • Management
  • PERFORMANCE
  • PRODUCTS
  • STRATEGY
  • Social Sciences
  • brand sales
  • branding and brand management
  • emerging markets/countries/economies
  • hierarchical linear modeling (e.g., multilevel analysis, RCM, etc.)
  • marketing mix elasticity
  • marketing strategy
  • performance

Digital Object Identifier (DOI)

publisher

  • PALGRAVE MACMILLAN LTD

start page

  • 596

end page

  • 619

volume

  • 46

issue

  • 5