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

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Library Editions: International Business
Release date:	November 2012
First published:	1993
Authors:	Simon Majaro
Dimensions:	234 x 156 x 23mm (L x W x T)
Format:	Hardcover
Pages:	312
ISBN-13:	978-0-415-64336-8
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-415-64336-8
Barcode:	9780415643368

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