Summary
Contents
Marketing ethics is the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions. This guide to marketing ethics provides all the key terms and concepts in a short, easy-to-use format, with each entry written by a scholar from the field of business or marketing ethics. This essential companion can be used in a number of marketing courses and will be a valuable reference for practitioners.
Multinational Marketing
Multinational Marketing
Multinational marketing involves the domestic firm extending its products into multiple foreign markets. Multinational marketing examines the discrete differences between domestic and foreign markets. These foreign markets in many cases operate differently than the domestic markets. Firms have to account for another tier of marketing attributes to understand the foreign market. Several factors make the environment for multinational marketing more complex. The marketer has to initially recognize that each country is a sovereign entity. Basically, the country decides how it is to be run without any direct intervention from another country. The country is run in a manner that accommodates the government's political interest. The government has an overbearing influence over the environmental factors that affect a firm marketing in a foreign ...