This textbook looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.
Fully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible co…
"This book deals with the area of marketing in general practice. It presents a step-by-step guide to the nature of marketing in which each aspect is presented in short, separate chapters accompanied by questions, checklists and practical examples. It is based upon the lessons le…