International Marketing: A Strategic Approach to World Markets (2) (Routledge Library Editions: International Business)
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- Synopsis
- 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.
- Copyright:
- 2013
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 312 Pages
- ISBN-13:
- 9781135133658
- Related ISBNs:
- 9780203077740, 9780415752077, 9780415643368
- Publisher:
- Taylor and Francis
- Date of Addition:
- 06/14/23
- Copyrighted By:
- Simon Majaro
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Reference, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.