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.
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Format PDF ● Pagini 316 ● ISBN 9781135133665 ● Editura Taylor and Francis ● Publicat 2013 ● Descărcabil 6 ori ● Valută EUR ● ID 2647801 ● Protecție împotriva copiilor Adobe DRM
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