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商品詳細
International Marketing. : A Strategic Approach to World Markets.
・ISBN 978-0-415-64336-8 2012 hard GB£ 140.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-07774-0
| 著者・編者 | Majaro, Simon, |
|---|---|
| シリーズ | Routledge Library Editions: International Business |
| 出版社 | (Routledge, UK) |
| ページ数 | 308 pp. |
| 言語 | ENG |
| ニュース番号 | ＜598-917＞ |
解説
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.