International Marketing: Strategic Approach to World Markets

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9780046582401: International Marketing: Strategic Approach to World Markets

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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Synopsis:

This revised and updated text 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 of the mix is studied in the light of the fundamental question of how far it could be standardized internationally or in a research-based cluster of countries.

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Majaro, Simon
Published by Unwin Hyman (1982)
ISBN 10: 0046582401 ISBN 13: 9780046582401
New Paperback Quantity Available: 1
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Irish Booksellers
(Rumford, ME, U.S.A.)
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Book Description Unwin Hyman, 1982. Paperback. Book Condition: New. book. Bookseller Inventory # 46582401

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