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Focusing on the German beverage market, this thesis provides a detailed analysis for the American company Zevia. It explores the theoretical framework surrounding international marketing strategies, emphasizing the importance of adapting rather than standardizing approaches. The author recommends significant modifications to three key elements of the marketing mix—price, promotion, and place—highlighting the need for adjustments in Zevia's promotional tactics and pricing strategies to successfully enter the German market.
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The development of an international marketing strategy for ZEVIA on the Soft-Drink market in Germany, Viktoria Arnold
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- 2016
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