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Daniel W. Baack, "International Marketing"
English | ISBN: 150638921X | 2018 | 672 pages | PDF | 27 MB
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context.
The authors discuss five key factors that impact any international marketing venture - culture, language, political/legal systems, economic systems, and technological differences - in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.
The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.
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