This revised and updated text 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 of the mix is studied in the light of the fundamental question of how far it could be standardized internationally or in a research-based cluster of countries. Research, planning and organization problems receive particular attention. A chapter is devoted to "Creativity and Innovation" on a global scale. This revised paperback edition incorporates a number of changes necessitated by the passage of time, and an additional chapter on the application of the business portfolio concept to international marketing decisions.
- ISBN10 0415104424
- ISBN13 9780415104425
- Publish Date 14 October 1982 (first published 13 January 1977)
- Publish Status Out of Print
- Out of Print 9 April 1999
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Edition 3rd Revised edition
- Format Paperback
- Pages 312
- Language English