International marketing
Baack, Daniel W.
creator
Czarnecka, Barbara
Baack, Donald
text
London
Sage
c2019
2nd ed.
monographic
xxxix, 632 p. : maps, col. ill. ; 27 cm.
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.
Daniel W. Baack, Barbara Czarnecka & Donald Baack
International Marketing
Marketing
658.848 BA IN
9781506389226
2018941471
UOWD
20454221