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10th International Strategic Management Conference Keywords: International marketing mix, Adaptation, Standardization, Case study Doole, I., and Lowe, R., (2008), International Marketing Strategy analysis, development and implementation, 5th Edition, http://www.sbaer.uca.edu/research/icsb/1998/68.pdf , pp.1-15.

10th International Strategic Management Conference Keywords: International marketing mix, Adaptation, Standardization, Case study Doole, I., and Lowe, R., (2008), International Marketing Strategy analysis, development and implementation, 5th Edition, http://www.sbaer.uca.edu/research/icsb/1998/68.pdf , pp.1-15.

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