استراتژی های بازاریابی کار افرینی در طول رشد سرمایه گذاری‌های جدید بین‌المللی که از اقتصاد‌های کوچک و باز نشات میگیرند

novinelc elsevier

استراتژی های بازاریابی کار افرینی در طول رشد سرمایه گذاری های جدید بین المللی که از اقتصاد های کوچک و باز نشات میگیرند

Abstract

پOver the past fifty years, the scope of research on international marketing channels has significantly evolved. From an early focus on factorsinfluencing the expansion of marketing channels internationally, the literature now investigates a myriad of topics related to the challengesof selecting channel structures and managing channel relationships. This article investigates the evolution of international marketing channelsresearch by reviewing 353 international channels-related articles published from 1965 to 2014 under a periodization approach. The assessment ofthe state and evolution of the literature is used as a foundation for the identification of emerging themes that will move the field of internationalmarketing channels forward.© ۲۰۱۵ New York University. Published by Elsevier Inc. All rights reserved.

Keywords: Review; International marketing channels; Political economy framework; Periodization; Managing international channel relationships

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