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Principles of International Marketing by Eulaine Ann Alcantara is a document available to read on EtoBox.
What is Principles of International Marketing about?
The document discusses key concepts in international marketing. It begins by defining marketing as creating customer value and outlines three principles: customer value, competitive advantage, and focus. It then defines international marketing as marketing activities across national borders. The challenges of international vs domestic marketing are described, noting the additional levels of uncontrollable uncertainty abroad. Finally, it outlines four orientations companies can take - ethnocentric, polycentr
- Author
- Eulaine Ann Alcantara
- Language
- EN