The relationship between the marketing academy through the conduct of marketing scientific research and marketing practice has been at the centre of a series of debates throughout the 1980s and carried on into the early 1990s. The main outcome of these debates has been a heightened attention to academic and practitioner orientations to marketing research, while conspicuously leaving unexplored ...

purpose-the research aims at evaluating the standardization/adaptation of international marketing strategy in iran multinational companies (mncs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. product, promotion, price and place) is considered, while in the previous researches no attempt was done to examine the interdependency...