International Marketing: A Strategic Approach to World Markets

Type

Book

Authors

Simon Majaro

ISBN 10

0046582401

ISBN 13

9780046582401

Tags

Management & Leadership, Global, Marketing, International Business

Description

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. - from Amzon

Number of Copies