For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the gre

This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet c

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within