ENGLISH

International Marketing (RLE International Business) : A Strategic Approach to World Markets

By Simon Majaro

Book information

Publisher
Taylor & Francis Group
Year
2012
ISBN
9781135133665, 9780415643368
LCC
HF1009.5 .M34 2013
Language
english
Format
EPUB
Filesize
4 MB (4328569 bytes)
Series
Routledge Library Editions: International Business Ser.
Pages
313\0
Time added
2023-08-25 05:48:28
Export marketing.; BUS035000; BUS043030; REF000000

Description

Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: 'How far can it be standardised internationally or in a research-based cluster of countries?' Research, planning and organisation problems receive particular attention. A whole chapter is devoted to 'Creativity and Innovation' on a global scale.

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