Toward a 7-P framework for international marketing

The purpose of this paper is to develop a generalized 7 P-theoretical framework for strategic planning as part of international marketing (Potential, Path, Process, Pace, Pattern, Problems and Performance) with theoretical propositions. Although the 7 P-framework is based on the literature on intern...

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Bibliographic Details
Published in:Journal of strategic marketing 2020-11, Vol.28 (8), p.681-701
Main Authors: Paul, Justin, Mas, Erick
Format: Article
Language:English
Subjects:
emerging markets
globalization
International marketing
Latin America
Marketing
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