Description
International Marketing, a compilation of open educational resources, discusses how organizations market goods and services internationally, and how the scope of marketing subsequently broadens as it interacts with other dimensions like national culture and countries’ political, legal, and economic systems. The text reveals how, when marketing across national boundaries, organizations must decide what it is going to sell, what markets to target, and what marketing mix (product, place, promotion, price, and people) to embrace. Course: MKT 392
Publication Date
2022
Document Type
iBook (OER)
Publisher
Lynn University Digital Press
City
Boca Raton, FL
Keywords
OER
Disciplines
Business | International Business | Marketing
Department
College of Business and Management
Edition
This is the 2nd edition of International Marketing
- The 1st edition was published in Fall 2020.
Format
- PRIMARY FILE: The primary file is the OER version in .ibooks format and can only be viewed in Mac or iOS-compatible programs, such as iBooks.
- SUPPLEMENTAL FILE: The supplemental file is the OER PDF version of the Multi-Touch Book. NOTE: PDF versions do not have the full content of the Multi-Touch Books and are not ADA compliant. Students who need accommodations, please contact the Student Accessibility Services office, at 561-237-7028 or email ada@lynn.edu.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Share Alike 3.0 License.
APA 7 Citation
Francis, J. D. (2022). International marketing (2nd ed.). Lynn University Digital Press. https://spiral.lynn.edu/ludp/9/
Comments
This is the OER version of the textbook, which does not contain any library-licensed material. It was created for public hosting in order to comply with the CC-licensing.