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

1st Edition

Simon Majaro

Routledge
Published March 21, 2014
Reference
ISBN 9780415752077 - CAT# Y162413
Series: Routledge Library Editions: International Business

For Instructors Request Inspection Copy

was $57.95

USD$46.36

SAVE ~$11.59

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title