Perceived International Risk and Adaptive Marketing Tactics——On the Contingent Perspective of Global Marketing Theory

摘要：

This research measures the perceived international risk and their inclination to corresponding marketing countermeasures, and summarizes ten kinds of international risks correlated with marketing tactics and then it utilizes cluster analysis to explore the inclination to different marketing tactics when administrative staff confront different perceived risks.

关键词： perceived international risk adaptive marketing tactics

作者: Hui XU Wei LI Yiqian WAN

作者单位: Business SchoolNankai UniversityTianjin, China Business School Nankai University Tianjin, China

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）