International Marketing - Hardcover
This new edition of International Marketing has been updated to offer upper-level and graduate students a text that reflects both the theory and application of international marketing. The text covers the entire range of international marketing practices, beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting global marketers. Special emphasis in this edition is given to the impact of technology and e-commerce on marketing communications, channels, logisitics, and research.
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"The cases are intriguing pedagogical tools that bring the subject matter to life. They are strategically associated with related subjects, and this organization is likely to facilitate learning." "This book provides an excellent foundation in international marketing, and I believe anyone teaching the course should strongly consider using it."
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- PublisherSouth-Western
- Publication date2000
- ISBN 10 0030313783
- ISBN 13 9780030313783
- BindingHardcover
- Edition number6
- Number of pages860
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International Marketing
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Hardcover
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