£137.25

Routledge International Marketing: A Strategic Approach Book

Name: Routledge International Marketing: A Strategic Approach Book
Brand: Routledge
Price: 115.74 GBP
Availability: InStock

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Description

Master the complexities of global commerce with this seventh edition of International Marketing (RLE International Business). This textbook provides a comprehensive foundation by starting with basic marketing concepts and examining how they apply to a global scale. By exploring each element of the marketing mix, the author helps readers understand how to navigate multinational markets effectively. A central theme of this work is the ability to standardize marketing strategies internationally or within specific research-based country clusters. The text provides deep insights into the challenges of research, planning, and organizational management in a global context. It also offers dedicated coverage of creativity and innovation on a global scale, making it an essential resource for students and professionals looking to understand the strategic approach required for success in world markets.

Key Features

Comprehensive overview of basic marketing concepts and their direct application to international business environments.

Detailed analysis of the marketing mix and how each component functions within various multinational markets.

Strategic guidance on whether to standardize marketing efforts internationally or focus on specific country clusters.

In-depth examination of essential research, planning, and organizational problems faced by global firms.

Specialized chapter dedicated to understanding creativity and innovation within a global business framework.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0415643368
Category: Books > Subjects > Business, Finance & Law > Accounting > International
Domain: Amazon UK
Release Date: 27 November 2012
Listed Since: 21 May 2012

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Routledge International Marketing: A Strategic Approach Book

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