Adaptation of international marketing communication mix in exporter companies of Latvia
2016
Puke, I., University of Latvia, Riga (Latvia) | Batraga, A., University of Latvia, Riga (Latvia)
Developing an international marketing strategy, companies need to make decisions regarding communication adaptation to export market needs. According to the authors’ previous research, successful export companies from small countries need to provide medium to high adaptation level for international marketing promotion plan. There are number of factors that influence choice of marketing tools in SMEs: cultural & geographical factors, economic development and legislation in target markets, selected route to market, target customer segments and particularly limited marketing budgets. The article represents a research that empirically assesses the practices for adapting marketing communication strategies, particularly, the choice and efficiency of marketing tool mix in the largest Latvian exporter companies. The study also evaluates the factors of influence on marketing tool mix and reveals that companies from Latvia mostly use globalization strategy in export markets.
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