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Titre :	International marketing
Auteurs :	Daniel W. BAACK, Auteur ; Barbara CZARNECKA, Auteur ; Donald BAACK, Auteur
Type de document :	Ouvrage
Mention d'édition :	2ème éd.
Editeur :	London : Sage Publications, 2019
ISBN/ISSN/EAN :	978-1-5063-8922-6
Format :	632 p. / 29 cm
Langues:	Anglais
Index. décimale :	739 (Marketing international)
Catégories :	Thésaurus du Management EXPORTATION ; MANUEL ; MARKETING INTERNATIONAL
Résumé :	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. (source éditeur)