The book describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. The text discusses, in detail, the determinants of international marketing, and how they differ from those factors influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, foreign marketing, and multinational marketing.
- ISBN10 0324014910
- ISBN13 9780324014914
- Publish Date 25 June 1999 (first published 3 December 1981)
- Publish Status Out of Print
- Out of Print 4 April 2011
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 4th Revised edition
- Format Paperback
- Pages 195
- Language English