A global perspective on the marketing mix across time and space Academic Article

authors

• Sharma, Amalesh

published proceedings

• INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING

author list (cited authors)

• Wichmann, J., Uppal, A., Sharma, A., & Dekimpe, M. G.

citation count

• 18

complete list of authors

• Wichmann, Julian RK||Uppal, Abhinav||Sharma, Amalesh||Dekimpe, Marnik G

publication date

• June 2022

publisher

• Elsevier  Publisher

published in

• International Journal of Research in Marketing  Journal

keywords

• Global Marketing
• Hyper-targeting
• Inter-firm Collaboration
• Local Adaptation
• Marketing-mix Configuration
• Marketing-mix Protectionism

Digital Object Identifier (DOI)

• 10.1016/j.ijresmar.2021.09.001

start page

• 502

end page

• 521

volume

• 39

issue

• 2

URL

• http://dx.doi.org/10.1016/j.ijresmar.2021.09.001