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International marketing

Author: Daniel W Baack; Eric G Harris; Donald Baack
Publisher: Thousand Oaks : SAGE, ©2013.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"International Marketing presents an innovative, integrated approach, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture - culture, language, political/legal systems, economic systems, and technological differences - and discuss them in relation to the core marketing concepts of markets, products,  Read more...
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Document Type: Book
All Authors / Contributors: Daniel W Baack; Eric G Harris; Donald Baack
ISBN: 9781452226354 1452226350
OCLC Number: 752072059
Description: xxxiii, 583, [114] pages : color illustrations, color maps ; 29 cm
Contents: pt. 1. Essentials of International Marketing --
pt. 2. International Markets and Market Research --
pt. 3. International Product Marketing --
pt. 4. International Pricing and Finance --
pt. 5. International Place or Distribution --
pt. 6. International Promotion and Personal Selling.
Responsibility: Daniel W. Baack, Eric Harris, Donald Baack.

Abstract:

"International Marketing presents an innovative, integrated approach, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture - culture, language, political/legal systems, economic systems, and technological differences - and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book incorporates discussions of sustainability and bottom-of-the-pyramid concepts within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly integrated international marketing textbook". --Back Cover.

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