International Marketing, a compilation of open educational resources and Lynn Library-licensed material, 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
Lynn University Digital Press
Boca Raton, FL
College of Business and Management
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Lynn University Digital Press. (2019). International marketing. Boca Raton, FL: Lynn University Digital Press.