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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
Fall 2020
Document Type
iBook
Publisher
Lynn University Digital Press
City
Boca Raton, FL
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. (2020). International marketing. Lynn University Digital Press.
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.