Guidelines for Developing International Marketing Strategies
Journal of MarketingPublished 1 April 1973
Yoram Wind, Susan P. Douglas, Howard V. Perlmutter
Citations114
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
The formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations. The authors examine the relevance of the E.P.R.G. framework (ethnocentrism, polycentrism, regiocentrism, geocentrism) as a guideline for international marketing strategies.
Keywords
Business, Management and Accounting