01405nam a2200205Ia 4500 CTU_116553 210402s9999 xx 000 0 und d 702000 658.84 B126 Backhaus, Klaus International marketing Klaus Backhaus, Joachim Büschken, Markus Voeth ; translated by Brian Bloch New York Palgrave Macmillan 2005 International Marketingis an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can "going international" have on an international cost position? How can lead markets act as a guide to future developments in other countries?International Marketingtakes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies. Export marketing,International economic integration Hiếu Trung tâm Học liệu Trường Đại học Cần Thơ