International marketing
By: Baack, Daniel W
Title By: Czarnecka, Barbara | Baack, Donald
Material type:
BookPublisher: London : Sage, c2019.Edition: 2nd ed.Description: xxxix, 632 p. : maps, col. ill. ; 27 cm.ISBN: 9781506389226Subject(s): International Marketing | MarketingDDC classification: 658.848 BA IN
Summary:
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context.
The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.
The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.
| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.848 BA IN (Browse shelf) | Available | Feb2019 | T0061705 |
Total holds: 0
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context.
The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.
The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.