Title
Description
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
Publication Date
2019
Publisher
Lynn University Digital Press
City
Boca Raton
Department
College of Business and Management
Creative Commons License
This work is licensed under a Creative Commons Attribution-Share Alike 3.0 License.
APA Citation
Lynn University Digital Press. (2019). International marketing. Boca Raton, FL: Lynn University.
Comments
NOTE: This is the OER version of the textbook, which does not contain any library-licensed material.
NOTE: The primary file is in .ibooks format and can only be viewed in Mac or iOS-compatible programs, such as iBooks.
If you are using a Windows computer, or you prefer to view the book in PDF format, please download the supplemental file.
The PDF version lacks some of the interactive features of the .ibooks version, as the textbook was created as an iBook.