Abstract
ABSTRACT The scope of the present paper addresses the relationship between corporate expansion on an international scale and the dissemination of the marketing mix of leading brands via the Internet and whether this results in more efficient business adaptability in the various commercial scenarios. The present study takes another look at the standardisation-localisation debate and analyses the online marketing mix decisions in an international context. An analysis of the web pages of leading brands presented simultaneously in both the American and Spanish markets allows us to compare the extent to which the nature of these two markets can be understood.
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