From international to integrated marketing

@inproceedings{ShethFromIT,
  title={From international to integrated marketing},
  author={Jagdish N. Sheth}
}
International Marketing refers to the understanding of marketing practices in different countries (comparative descriptions); its structural determinants anchored to national differences (comparative explanations); and deployment of country-specific marketing strategies and operations by multidomestic firms (comparative prescriptions). Therefore, its… CONTINUE READING