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.
| ISBN: | 9780415752077 |
| Publication date: | 21st March 2014 |
| Author: | Simon Majaro |
| Publisher: | Routledge an imprint of Taylor & Francis Ltd |
| Format: | Paperback |
| Pagination: | 4 pages |
| Series: | Routledge Library Editions: International Business |
| Genres: |
Economics Sales and marketing International business |