International Marketing (RLE International Business)

A Strategic Approach to World Markets

Business & Finance, Marketing & Sales, International, Economics, Nonfiction, Reference & Language, Reference
Cover of the book International Marketing (RLE International Business) by Simon Majaro, Taylor and Francis
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Author: Simon Majaro ISBN: 9781135133658
Publisher: Taylor and Francis Publication: January 4, 2013
Imprint: Routledge Language: English
Author: Simon Majaro
ISBN: 9781135133658
Publisher: Taylor and Francis
Publication: January 4, 2013
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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