Sebanyak 1 item atau buku ditemukan

International Marketing (RLE International Business)

A Strategic Approach to World Markets

Re-issuing this successful book in its seventh edition the author 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 is studied in the light of the fundamental question: ‘How far can it be standardised internationally or in a research-based cluster of countries?’ Research, planning and organisation problems receive particular attention. A whole chapter is devoted to ‘Creativity and Innovation’ on a global scale.

The Meaning of Market Segmentation The concept of market segmentation has
triggered the imagination of many marketers during the last decade. It is a
strategy which enables the firm to maximise the results ofa given marketing effort
by ...