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The mediating role of innovation in strategic international marketing

Wong, Ho Yin 2014, The mediating role of innovation in strategic international marketing. In Christiansen, Bryan, Yildiz, Salih and Yildiz, Emel (ed), Handbook of research on effective marketing in contemporary globalism, IGI Global, Hershey, Pa., pp.27-46, doi: 10.4018/978-1-4666-6220-9.ch002.

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Title The mediating role of innovation in strategic international marketing
Author(s) Wong, Ho YinORCID iD for Wong, Ho Yin orcid.org/0000-0002-2461-650X
Title of book Handbook of research on effective marketing in contemporary globalism
Editor(s) Christiansen, Bryan
Yildiz, Salih
Yildiz, Emel
Publication date 2014
Chapter number 2
Total chapters 21
Start page 27
End page 46
Total pages 20
Publisher IGI Global
Place of Publication Hershey, Pa.
ISBN 9781466662216
Language eng
DOI 10.4018/978-1-4666-6220-9.ch002
Indigenous content off
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category BN.1 Other book chapter, or book chapter not attributed to Deakin
Copyright notice ©2014, IGI Global
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079858

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.