International Marketing (RLE International Business)
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: aHow far can it be standardised internationally or in a research-based cluster of countries?a Research, planning and organisation problems receive particular attention. A whole chapter is devoted to aCreativity and Innovationa on a global scale.... promotion 167; segmentation 42 deletion 205 Delphi technique 261, 268-9 demographic issues 27, 43-4 Denmark 59 ... 245, 260 flow: chart, algorithm type 67; diagram 94, 95; Ford Motor Company 14, 82 forecasting 264, 267-9 France 45 , anbsp;...
| Title | : | International Marketing (RLE International Business) |
| Author | : | Simon Majaro |
| Publisher | : | Routledge - 2013-01-04 |
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