Kellogg’s – internationalisation versus globalisation of the marketing mix

Abstract

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.

Citation

Vignali, C. (2001), "Kellogg’s – internationalisation versus globalisation of the marketing mix", British Food Journal, Vol. 103 No. 2, pp. 112-130. https://doi.org/10.1108/00070700110694834