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SYNOPSIS
Thesis Topic: How can globalization influence the Standardization of International Marketing Strategies?
Introduction
One of the most intriguing discourses in the field of contemporary marketing management is the standardization of international marketing strategies.
The intent of this paper is to examine the standardization of marketing elements within a multinational marketing strategy. A majority view among international marketers is that each national is unique and thus each must be treated as a separate and independent operation. A growing number of international marketers however, are finding that by standardizing various elements of their marketing strategy across national borders, cost savings and /or increased revenues to be realized can yield greater profits. The second and major part of the paper examines the opportunities for and potential benefits of standardization of product, packaging, advertising and pricing.
The prevailing view of MNCs is that......
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Title: Abstract
Approximate Word Count: 479
Approximate Pages: 2 (250 words per double-spaced page)
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