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The design of the global marketing mix is the focus of Part IV,
which consists of four chapters all framed within the contro-
versial standardization versus adaptation model. In Chapter
12 (“Product Decisions”), conceptual approaches such as
product life cycle concept and branding strategies at the pro-
duction level are discussed. Total quality management and
ISO 9000 are also addressed. Finally, green marketing strate-
gies that incorporate environmental concerns into decision
making are presented with their value chain implications.