Routledge Library Editions: International Business
1 total work
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.