International Marketing. Analysis and strategy. Fourth edition

Аннотация

International marketing is not a subset or special case of domestic marketing.While a person should benefit from an observation of marketing in another culture, the greater benefit is derived from one’s better understanding of oneself in the process. To both the universities and students, global – not national – orientation is essential. Universities in this millennium should strive to offer international education, and to differentiate between business techniques that are unique to a particular country or region.