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International Marketing (RLE International Business): A Strategic Approach to World Markets (Routledge Library Editions: International Business) - Softcover

Majaro, Simon

 
9780415752077: International Marketing (RLE International Business): A Strategic Approach to World Markets (Routledge Library Editions: International Business)
Softcover
ISBN 10: 0415752078 ISBN 13: 9780415752077
Verlag: Routledge, 2014

Inhaltsangabe

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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Verlag
Routledge
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
0415752078
ISBN 13 
9780415752077
Einband
Taschenbuch
Anzahl der Seiten
312
Kontakt zum Hersteller
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BOOKS etc.
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Vereinigtes Königreich
Verantwortliche Person
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Weitere beliebte Ausgaben desselben Titels

9780415643368: International Marketing: A Strategic Approach to World Markets (Routledge Library Editions: International Business)

Vorgestellte Ausgabe

ISBN 10:  0415643368 ISBN 13:  9780415643368
Verlag: Routledge, 2012
Hardcover