International Marketing

Authors

Lynn University Digital Press
Jeanette D. Francis, Lynn UniversityFollow

Files

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 (Restricted)

Publisher

Lynn University Digital Press

City

Boca Raton, FL

Keywords

OER

Disciplines

Business | International Business | Marketing

Department

College of Business and Management

Comments

Compiled by the Lynn University Digital Press with contributions by Dr. Jeanette Francis.

Edition

This is the 2nd edition of International Marketing

• The 1st edition was published in Fall 2020.

Format

The primary file is in .ibooks format and is only accessible to active Lynn faculty, staff, and students. The file can only be viewed in Mac or iOS-compatible programs, such as iBooks.

For the PDF version of this book, please email the Lynn Library.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Share Alike 4.0 International License.

APA 7 Citation

Francis, J. D. (2022). International marketing (2nd ed.). Lynn University Digital Press. https://spiral.lynn.edu/ludp/9/