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

by Simon Majaro
Save 35% Save 35%
Current price ₹4,068.00
Original price ₹6,257.00
Original price ₹6,257.00
Original price ₹6,257.00
(-35%)
₹4,068.00
Current price ₹4,068.00

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Book cover type: Paperback
  • ISBN13: 9780415752077
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 308
  • Original Price: GBP 48.99
  • Language: English
  • Edition: N/A
  • Item Weight: 453 grams
  • BISAC Subject(s): General, International / Marketing, and Marketing / Multilevel

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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