International Dimensions of Marketing
- ISBN-10
- 0324014910
- ISBN-13
- 9780324014914
- Category
- Business & Economics / General
- Pages
- 211
- Language
- English
- Published
- 2000
- Publisher
- South-Western College
- Authors
- Vern Terpstra, Lloyd C. Russow
Description
The book describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. The text discusses, in detail, the determinants of international marketing, and how they differ from those factors influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, foreign marketing, and multinational marketing.
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