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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
Creative Commons License
This work is licensed under a Creative Commons Attribution-Share Alike 3.0 License.
APA 7 Citation
Francis, J. (2022). International marketing (2nd ed.). Lynn University Digital Press.
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.
Format
For ease of viewing by all users, the primary file is in PDF format. However, the PDF version lacks some of the interactive features of the .ibooks version. If you need the iBooks file, please contact archives@lynn.edu.
Edition
1st edition was published in Fall 2020.