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Paperback International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice Book
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ISBN: 3030335909

ISBN13: 9783030335908

International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

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Introduction.- Strategic Entry Modes and Country of Origin Effect.- Country-of-Origin Valorization in Exporting: Insights from Companies and Foreign Importers.- Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives.- From Country-of-Oriigin Effect to Brand Origin: Challenges in International Direct Marketing Channels.- The Role of Country of Origin in Foreign Retailers' Strategies.-...

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