International Marketing (RLE International Business): A Strategic Approach to World Markets (Routledge Library Editions: International Business) - Softcover
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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- PublisherRoutledge
- Publication date2014
- ISBN 10 0415752078
- ISBN 13 9780415752077
- BindingPaperback
- Edition number1
- Number of pages312
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International Marketing
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. 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 . Seller Inventory # 594665146
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