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

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 stud...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Majaro, Simon
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Taylor and Francis, 2013.
Colección:Routledge Library Editions: International Business.
Temas:
Export marketing.
BUSINESS & ECONOMICS > Exports & Imports.
BUSINESS & ECONOMICS > International > Marketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
Export marketing
Acceso en línea:Texto completo
Descripción
Sumario: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.
Notas:Case 4 Klm Royal Dutch Airlines-Air Cargo.
Descripción Física:1 online resource (313 pages).
ISBN:9781135133665
1135133662

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