International Marketing (RLE International Business) - A Strategic Approach to World Markets (Paperback)


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.


R1,367

Or split into 4x interest-free payments of 25% on orders over R50
Learn more

Discovery Miles13670
Mobicred@R128pm x 12* Mobicred Info
Free Delivery
Delivery AdviceShips in 12 - 17 working days


Toggle WishListAdd to wish list
Review this Item

Product 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.

Customer Reviews

No reviews or ratings yet - be the first to create one!

Product Details

General

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

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



Trending On Loot