Kellogg’s – internationalisation versus globalisation of the marketing mix

Vignali, Claudio (2001) Kellogg’s – internationalisation versus globalisation of the marketing mix. British Food Journal, 103 (2). pp. 112-130. ISSN 0007-070X

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Abstract

Analyses the four main components of Kellogg’s marketing mix (product, price, place and promotion) and assesses the extent to which Kellogg’s has globalised or internationalised its approach in these areas. Increased competition in existing markets meant that Kellogg’s needed to look towards new markets and new products

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Marketing; Marketing management; Cereals; Marketing mix; Globalization; Internationalization
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 23 Nov 2015 13:56
Last Modified: 23 Nov 2015 13:56
URI: http://eprints.glos.ac.uk/id/eprint/2843

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