International Marketing

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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

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.

Creative Commons License

Creative Commons Attribution-Share Alike 3.0 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.

International Marketing


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