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Kellogg's--internationalisation versus globalisation of the marketing mix
- Vignali, C.
- British food journal 2001 v.103 no.2 pp. 112-130
- grain crops, foods, food marketing, case studies, international trade, food prices, market competition, brand name products
- Analyses the four main components of Kellogg's marketing mix (product, price, place and promotion) and assesses the extent to which Kellogg's has globalised or internationalised its approach in these areas. Increased competition in existing markets meant that Kellogg's needed to look towards new markets and new products.