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International Marketing Communications by Tom Griffin (Paperback, 1993)

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Intended for undergraduate marketing and business studies students, this book identifies and explains the principles of marketing communications used by producers of consumer and individual goods and services operating in two or more countries in different parts of the world. These principles are discussed in the context of varying customer and consumer types, environments, communication techniques and media options and examples are given of the various communication techniques used to reach customers and consumers under different environmental conditions and constraints.