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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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- PublisherUnwin Hyman
- ISBN 10 0415104424
- ISBN 13 9780415104425
- BindingPaperback
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International Marketing: Strategic Approach to World Markets
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Book Description Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Book contains pen & pencil markings In poor condition, suitable as a reading copy. Library sticker on front cover. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,550grams, ISBN:9780415104425. Seller Inventory # 9621732
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