International Marketing: Strategy and Theory
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Book Overview
Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.
The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecdotal or descriptive one.
Format:Hardcover
Language:English
ISBN:0415772613
ISBN13:9780415772617
Release Date:September 2008
Publisher:Routledge
Length:736 Pages
Weight:3.80 lbs.
Dimensions:1.4" x 7.4" x 9.7"
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