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International marketing planning: adaptation and standardisation

Published on November 30, 2009 Reviewed on October 31, 2016   34 min

Other Talks in the Series: Exporting, International and Global Marketing Management

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Hello, my name is Demetris Vrontis. And I am a Professor of Marketing and the Dean of the School of Business at the University of Nicosia in Cyprus. I am also visiting faculty for Henley Business School at the University of Reading, a visiting research fellow at Manchester Metropolitan University and Leeds Metropolitan University. An external examiner for Nottingham Trent University, a visiting professor for Vorarlberg University in Austria and an external examiner of the Cape Peninsula University of Technology in South Africa. I am the Founder and President of the EuroMed Research Business Institute and the EuroMed Academy of Business as well as the founding editor of the EuroMed Journal of Business published by Emerald. In my presentation, I will be discussing International Marketing Planning with specific reference and relation to the long debated issue of standardisation and adaptation.
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For those of you wishing to find more information about the EuroMed, standing for European and Mediterranean Research Business Institute and the EuroMed Academy of Business, you can visit the website at www.emrbi.com. And for those interested to find more about the EuroMed Journal of Business, in the website, www.emeraldinsight.com/emjb.htm.
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International marketing planning: adaptation and standardisation

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