International Marketing (RLE International Business) e-bog
403,64 DKK
(inkl. moms 504,55 DKK)
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 ...
E-bog
403,64 DKK
Forlag
Routledge
Udgivet
4 januar 2013
Længde
312 sider
Genrer
Economics
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781135133658
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.