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.
Weitere Kapitel dieses Buchs durch Wischen aufrufen
- PR and International Marketing
BSc(Econ), BA(Hons), MCAM, FIPR, MInstM, MAIE, ABC Frank Jefkins
- Palgrave Macmillan UK
- Chapter 10