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机译:营销标准化/适应的性能后果:系统文献综述和未来的研究议程
Toulouse Business Sch Dept Mkt & Int Business 20 Blvd Lascrosses F-31068 Toulouse France;
Univ Andes Sch Management UASM Cra 1 18a 12 Bogota Cundinamarca Colombia;
Univ Leeds Leeds Univ Business Sch Mkt Div Maurice Keyworth Bldg Leeds LS2 9JT W Yorkshire England;
Koc Univ Coll Admin Sci & Econ Rumeli Feneri Yolu TR-34450 Istanbul Turkey;
Marketing standardization; Marketing adaptation; Marketing mix; Performance; International marketing;