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
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