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Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition…
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…
Marketing internacional, quinta edición, se basa en el éxito mundial de las ediciones anteriores de Fundamentos de marketing internacional y Marketing internacional. Esos libros adoptaron un enfoque ambiental y estratégico que describe las principales dimensiones del entorno glo…
Today it is not uncommon to find items in department stores that are hand-crafted in countries like Thailand and Costa Rica. These "traditional" crafts now make up an important part of a global market. They support local and sometimes national economies and help create and solid…
