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Published in:
1983 | OriginalPaper | Chapter
PR and International Marketing
Author : Frank Jefkins, BSc(Econ), BA(Hons), MCAM, FIPR, MInstM, MAIE, ABC
Published in: Public Relations for Marketing Management
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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Since overseas marketing is so vital to the national economy, this could be one of the most important chapters in this book, ranking alongside the key chapter on the marketing mix. As will be seen, this chapter explores special communication problems which are easily and frequently overlooked, and challenges marketing management to be especially thoughtful and imaginative.