Abstract
In this article, export marketing channels are discussed from a theoretical point of view. There are many studies on export marketing channels, both empirically and theoretically oriented [Bakker, 1980]. It seems to us, however, that their link with general theory of marketing channels is weak [e.g., Stern & El Ansary, 1982]. International marketing, as a subdiscipline of general marketing, might possibly enlarge its understanding of marketing channels by relating general marketing theory to specific features of international marketing.
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Meulenberg, M. (1984). Export Marketing Channels: Some Theoretical Considerations. In: Hampton, G.M., van Gent, A.P. (eds) Marketing Aspects of International Business. Nijenrode Studies in Business, vol 7. Springer, Dordrecht. https://doi.org/10.1007/978-94-009-5646-9_10
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DOI: https://doi.org/10.1007/978-94-009-5646-9_10
Publisher Name: Springer, Dordrecht
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