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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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.
Imprint | Routledge |
Country of origin | United Kingdom |
Series | Routledge Library Editions: International Business |
Release date | March 2014 |
Availability | Expected to ship within 12 - 17 working days |
First published | 1993 |
Authors | Simon Majaro |
Dimensions | 234 x 156mm (L x W) |
Format | Paperback |
Pages | 312 |
ISBN-13 | 978-0-415-75207-7 |
Barcode | 9780415752077 |
Categories | |
LSN | 0-415-75207-8 |